Oklahoma agritourism : resource manual.

Agritourism
Resource Manual
OKLAHOMA
“America is a land of opportunity and don’t ever forget it.”
- Will Rogers
Medicine Park
Oklahoma Agritoursim 3
Table of contents
What’s Agritourism All About?
Saddle Up Pilgrim We’re Burnin’ Daylight -
You Have to Start Somewhere!
There’s Gold in Them Thar’ Hills -
Agritourism Industry Potential
Why Are We Circling the Wagons? -
What’s the Interest in Agricultural Activities?
I Think We Got the Drop on Them! —
Producer Advantages of Agritourism
There’ll be a High Time in the Old Town
Tonight! - The Endless Possibilities of Agritourism
The Good, the Bad and the Ugly -
Is Agritourism for You?
If Mama Ain’t Happy, Ain’t Nobody Happy! -
Considerations Before You
“Cookie Says He’s Got it all in the Chuck Wagon” -
Assessing Your Resources
You Have to Load Your Gun Before You Shoot It! -
Developing a Business Plan
Company’s Coming – Smile When You Say That! —
Hospitality & Image
Here Comes the Calvary! -
Contact & Resource Information On the Cover: Wild Things Farm, Kiamichi Country
Company‘s Coming 48
Why Are We Circling the Wagons? 10
Saddle Up Pligrim We‘re Burning Daylight 6
4
6
8
9
12
14
19
20
22
25
58
61
Girls Gone Wine
The Hitching Post Bed and Breakfast
Prairie Song
4 Oklahoma Agritourism
Agritourism has best been defined as inviting
the public onto a working farm or ranch to
purchase products, learn, have fun or just relax.
Most people in the industry simply describe
Agritourism as the crossroads where agriculture
and tourism meet. Agriculture has long been
Oklahoma’s largest industry and tourism has
grown to be our state’s third largest industry.
It only makes sense that we link these two
industries to increase the bottom line for
agriculture producers and help position rural
Oklahoma communities for tourism markets.
Agritourism is a growing industry and one that
has strong potential in Oklahoma. Oklahoma has
a unique western and culturally diverse heritage.
From the ancient civilizations displayed at the
Spiro Mounds to the forced placement of the
Five Civilized Tribes to the crossing of the Santa
Fe Trail and the rowdy history of the cattle drives
of the Chisholm Trail and the Great Western
Trail to the pure excitement of each and every
Oklahoma Land Run and the culture found along
historic Route 66 – no other state’s history can
compare to ours!
The terrain of Oklahoma is one of America’s
most diverse. From southeastern Oklahoma’s
forests to the vast tallgrass prairie in Osage
County, to the beautiful rolling hills of the
northeast and the wheat belt of north central
Oklahoma, to the open short grass prairie of
western Oklahoma and the Mesa country of the
farthest reaches of the Panhandle – Oklahoma
has it all! It’s time we show off what we have and
be proud.
Sorghum Mills Christmas Tree
and Blackberry Farm
What‘s Agritourism All About?
Oklahoma Agritoursim 5
Oklahoma leaders have realized the
potential for Agritourism and are dedicated
to expanding and promoting the industry.
For some in Oklahoma, Agritourism is not
new. Many successful Agritourism businesses
have operated in the state for years. Those
Agritourism entrepreneurs had the foresight to
fill a growing need of a population that continues
to grow further from their agricultural roots
and become disconnected from agriculture.
Tourism can mean many things to many people.
Sometimes when farmers and ranchers think
of tourism, they conjure up images of mass-produced
travel that attracts large numbers of
It’s time farmers and ranchers realize the value
of what they take for granted everyday. With
so much to offer, the potential for Oklahoma
Agritourism is incredible!
Route 66 Wheat Field
travelers. While some Agritourism operators will
seek large numbers of tourists, other operators
will only entertain a few at a time or only entertain
tourists during a particular season. Aside from
offering an attraction or activity that has a
demand from the consumer side, Agritourism is a
segment of tourism where producers are in total
control of decision-making and independently
decide what they want to offer, what types of
guests they want to attract and when they want
guests to visit their operations.
6 Oklahoma Agritourism
If you think you are interested in Agritourism, it’s time to dive in and do some homework. The
purpose of this book is to give farmers and ranchers, who are interested in Agritourism, a basic
starting point.
This book is designed to help:
• Introduce farmers and ranchers to Agritourism and its potential.
• Help farmers and ranchers decide whether or not they want to pursue Agritourism as an additional
product offering within their current operation.
• Provide farmers and ranchers with basic information on how to start their own Agritourism
business through the process of building a business plan.
• List important contacts and resources that can assist farmers and ranchers in their Agritourism
business.
Let‘s get Started!
Sa ddle Up Pilgrim We‘re
Burning Da ylight
You Have to Start Somewhere!
Aaron‘s Gate
Oklahoma Agritourism 7
Rusty Gables Guest Lodge and Gallery
8 Oklahoma Agritourism
Tourism is Oklahoma’s third largest industry
and continues to grow. Traveler spending
impacts local economies in all 77 counties
across the state. To see the economic impact
of tourism in your county, visit www.TravelOK.
com/industry_reports. There you’ll find the
latest research and information broken out by
county.
The Oklahoma Tourism & Recreation
Department conducts a wide-range of research
Agritourism Industry Potential
There‘s Gold In Them Thar Hills
and makes it available to all Agritourism industry
partners. All current research findings are
available for viewing and download at www.
TravelOK.com/industry_reports. Please take
advantage of this information to assist with your
business plan and marketing efforts.
The U.S. Travel Association is another
great resource for travel trends and traveler
demographics. Their research resources can be
viewed at www.ustravel.org/research.
Wichita Mountains
Oklahoma Agritourism 9
What’s the Interest in Agricultural Activities?
In a commercialized world
of fabricated fun, visitors are
looking for unique and authentic
experiences.
They want to get away from
the rat race and traffic they
experience every day.
Most individuals are three to
five generations removed from
the farm. They no longer have
a parent, grandparent or aunt
and uncle to visit on the farm
anymore.
In general, it’s hard for
farmers and ranchers to believe
what they have has value.
Activities that are everyday
events on a farm or ranch are
events that tourists are willing to
pay to participate in. IT’S WHAT
YOU TAKE FOR GRANTED
EVERYDAY! Where else could
Agritourism have so many
possibilities than right here in
Oklahoma?
Just a Few Reasons Tourists
Want to Get Out of Town
Why Are We Circ ling The Wagons?
They want to participate and
see how their food is grown.
Travelers want to experience
the West to see where the land
runs took place and experience
the culture and heritage they
have read and learned about.
They want to see the stars in
the open skies.
They want to view the
wildlife that still roams freely in
rural areas.
10 Oklahoma Agritourism
1 2
3 4 5
6 7
Oklahoma
Agritourism
Association
2011 Accredited
Businesses
1 Indian Creek Village
2 Lavendar Valley Acres
3 Meadowloake Ranch
4 Native Spirits Winery
5 Orr Family Farm
6 P Bar Farms
7 Plymouth Valley Cellars
Vineyards & Winery
Oklahoma Agritourism 11
8 9
11 12 13
15
10
14
8 The Rusty Nail Winery
9 Sheperd‘s Cross
10 StableRidge Vineyards & Winery
11 Summerside Vineyards, Winery
& Meadery
12 Tatanka Ranch
13 The Turning Leaf Inn
14 Whispering Meadows
Vineyards & Winery
15 Wild Things Farm
12 Oklahoma Agritourism
4
Crestview Farms
If you’re thinking
about Agritourism, you
probably already have
an inkling of why you
want to pursue a new
venture. People start
Agritourism businesses
for many different
reasons including:
An opportunity to
generate more income.
Agritourism activities
probably will not take
the place of current
agriculture crops;
however, it can add a
new profit center to the
current operation.
A way to increase
revenue without
increasing acreage.
Compared to traditional
commodity markets,
Agritourism offers a
new way of marketing
products and services.
It’s a way to go from
“What will you give me
for the crop I produce”
to “This is what I want
for the product of
service I provide.”
An opportunity to build
a new business with
resources that already
exist.
I Think We Got
the Dr op on Them!
Producer Advantages
of Agritourism
Provides a way
to include future
generations on the farm
or ranch and keep the
land in the family.
A way to supplement
for retirement.
Offer a way to
educate the public on
how their food is grown.
Demonstrate and
showcase how producers
protect and care for
the land and natural
resources.
An opportunity to
educate people about
both historic and
modern methods of
farming and the risks
involved in everyday
agriculture.
Law Dawg
Hunting Lodge
Oklahoma Agritourism 13
Country Cottages Primitives Lavendar Farm
14 Oklahoma Agritourism
There‘ll Be a High Time in
the Old Town Tonight!
Agritourism activities are only limited by your
imagination. If you are considering Agritourism,
you will need to look at your surroundings
and resources in a very creative and different
way than you have in the past. Take a look at
what others are doing in Oklahoma as well as
around the nation and world. There are literally
hundreds of web sites you can look at as you
research what you want to do.
Oklahoma has resources for farmers and
ranchers who are considering becoming
an Agritourism producer. The Oklahoma
Agritourism Program web site is www.
oklahomaagritourism.com and includes a
resource manual that helps with the initial
business plan and things to think about when
you are starting a business.
Oklahoma also has a site for consumers to
find Agritourism destinations to visit at www.
travelok.com/agritourism.
Consider the following states when looking
for successful Agritourism businesses and
opportunities outside Oklahoma – Alabama,
Arkansas, Colorado, Kansas Missouri, Ohio,
Oregon, Pennsylvania, Tennessee and Virginia.
For a list of agritourism destinations in Missouri
compiled by Eckert AgriMarketing visit
http://www.eckertagrimarketing.com/eckert-agritourism-
rural-bounty.php
For Agritourism locations around the U.S.
and the world visit www.agriscape.com/
agritourism/ and www.perso.wanadoo.fr/
agrisport-france2/anglais.htm
The Endless Possibilities of Agritourism
Oklahoma Agritourism 15
Livesay Orchards
16 Oklahoma Agritourism
Overnight Stays:
Farm and ranch stays
Rural bed and breakfasts
Camp sites
Youth camps
Cabin/vacation rentals
RV sites
Equine stalls/pens
Recreational Activities and Tours:
Fee fishing and hunting
Wineries and vineyards
Skeet shooting
Cattle drives
Calf roping and branding
Harvesting crops
Biking
Horseback riding
Archery
Stargazing
Hiking
Rock climbing
Barn tours
Farm equipment demos
Wagon rides
Campfires and picnics
Bird watching
Wildlife watching
Special Holiday/Seasonal Events:
Haunted house
Haunted hay ride
Corn maze
Pumpkin patch
Holiday celebration
Harvest festivals
Music and art festivals
Mother’s Day specials
Valentine’s Day packages
Remember as you decide what Agritourism activity you will offer, it must be
a QUALITY experience that includes a well-orchestrated mix of entertainment
and education. Agritourism activities might include:
Oklahoma Agritoursim 17
Hospitality Services:
Catering for events held on your farm or ranch
Meeting and conference facilities for business
and pleasure such as:
Country weddings and receptions
Company retreats
Family reunions
Church groups
Youth and/or Adult Education:
Organized tours: school, senior, church
and others.
Ag education programs: how to grow
pecans, wheat, soybeans, cotton, how to care
for livestock, how crops are processed and
made into products.
Nature education programs: wildlife,
trees, plants, honey bees, etc.
Demonstrations: cheese-making, wine-making,
sheep-shearing, branding, etc.
Workshops and clinics such as basket-making,
weaving or horse training.
Retail Sales: Local Produce and Farm
Products Sold at the Farm Gate:
Jams and jellies
Bread
Home-grown meat
Vegetables
Fruits
Pecans/peanuts and other nuts
Wine/juices
Salsa
Flowers
Floral and nursery plants
Pick-your-own fruits and vegetables
Rent-a-tree, berry bush, garden or flowerbed
With so many options, it might be hard to
decide what to do. Just remember – don’t try
to do too many things in the beginning. Most
successful Agritourism ventures started with
one idea, perfected it and then moved on to
the next idea. Many times once you get started,
you will get ideas from your customers on
what they would like to see or do, then you
can incorporate and accommodate the desires,
needs and wants of your customers.
Cherry Street Farmers Market
18 Oklahoma Agritourism
Oklahoma Agritoursim 19
Agritourism isn’t for everyone. The first step
in deciding if Agritourism is for you is to ask
yourself some of the following questions:
Are you a self-starter? If you want to start
and maintain an Agritourism business, you
need to be a self-starter. No one is going to
do the work for you. Agencies, organizations
and other entities can give you the tools to get
started and maintain your business; however,
when it comes to actually getting the work
done, it is all up to you.
Being a farmer or rancher naturally takes
hard work and long hours. Agriculture is not
your typical 9 to 5 job. However, in addition
to those long hours, are you willing to give up
spare time to lay the foundation and maintain
another business? Are you willing to give up
nights and weekends that your new business
may demand?
Do you and your family enjoy working with
the public? You must consider more than
yourself when considering the public coming
to your farm or ranch. Do you and your family
have the personality to work with the public?
Are you and your family willing to give up some
of your privacy?
Can you and your family always be cheerful
and hospitable to visitors? You and your family’s
attitude will mean the difference between a
visitor having a good experience and a bad one.
No one likes to go visit a grump!
Is your farm or ranch neat and clean? Can
you ensure your location will be neat and clean
every time visitors come to your location?
Visitors want to visit locations that are neat
and clean. They are there not only to enjoy
recreational activities, but also to view the
scenery.
If you sailed right through these questions,
you are well on your way!
THE GOOD , THE BAD AND THE UGLY
Is Agritourism for You?
20 Oklahoma Agritourism
As you decide what Agritourism
venture to pursue, keep some of the
following in mind:
Choose something you love
to do. It’s hard work to start a
new business under the best
circumstances. If you are doing it just
for the money, it’s unlikely that the
energy, creativity, and satisfaction
necessary for success will be
adequate. What are your talents,
skills and interests? Are you or others
in your family good at particular
crafts such as woodworking,
quilting, spinning, basket-weaving,
photography or others that could be
taught or demonstrated?
Get the whole family involved.
Agritourism takes extra energy and
skills. When several family members
are involved, each person can
contribute his or her unique talents
and specialize for efficiency.
Follow demand-driven product.
Produce what your customers want.
Get to know your customers. Keep
adjusting your products according
to their tastes and preferences.
Conduct research at the library
or on the internet. Talk to friends,
neighbors, other producers, and
people in the tourism industry,
extension service, foundations
and other entrepreneurs who run
Agritourism enterprises.
Create a high-quality product.
Quality is the single most important
element that will differentiate your
product from mass-produced
alternatives. Make your product or
service unique. Remember people
are looking for a connection with
their rural roots. They want to
experience the satisfactions of your
farm life. Provide them with some
fun, education, peace and relaxation.
Keep informed and educated
about the industry. It is important
to keep informed about your
customers, your competition, the
laws concerning your business and
other producers. Attend conferences
and meetings. Join organizations
such as your local chamber of
commerce and Rotary that serve
local businesses as well as your new
customers.
Start small and grow naturally.
Invest your ingenuity first, your labor
second, and money third. If you start
small, the effort you invest and the
income you generate are more likely
to be matched. Let the market tell
you when and how to grow.
Develop a sound business plan.
To be successful, you have to know
where you are headed. Each path
requires a different course of action.
Set goals for your business and
a plan of action to achieve them.
Make decisions based on good
records. Base business decisions
on what is, not what you hope or
guess the situation to be. Even if
everything else is right, poor financial
management and decision-making
can kill a business.
Form partnerships. Make
plans to work with those in your
neighborhood, community and
region.
Considerations Before You Start
If Mama Ain’t Happy,
Ain’t No body Happy!
Oklahoma Agritourism 21
Bucket of Berries
Look for ways you can work with
other businesses and local attractions
to make all of you more successful.
22 Oklahoma Agritourism
A lot goes into determining what type of
enterprise is most appropriate for you and your
family. Beyond you and your family take a look at
the other resources you may have on your farm
or ranch. Here are a few things to consider:
Land Use
How much land do you own or have access
to, and how is it currently being used? Are
there areas on your farm or ranch that are only
used seasonally? Could those areas be used
for Agritourism for a few months of the year?
Operations with open areas may make good
sites for public events. Fallow fields may be
prime spots for hunting. Pasturelands could be
used to graze alternative livestock such as goats,
poultry or bison.
Land Features
What does your land look like? Does it
have scenic views? Rolling hills? Interesting
geologic features like caves or other features?
Land that is unique or visually appealing may
provide income opportunities from activities
such as hiking, horseback riding, nature tours
or hayrides. Land with water features could
be used for fishing, duck hunting, canoeing and
other water sports.
Land Location
How close are your neighbors? How close
is your nearest town or city? Being located too
close to people may limit some activities such
as hunting. But access to nearby cities may
be required for other ventures like pick-your-own
enterprises. How are the roads to your
location?
Soil Type
What are the characteristics of your soil and
what is it best suited for?
Farmstead Features
Are there historic buildings or other historic
features on your property that might serve
as tourist attractions? Is your farmhouse well-suited
for a bed and breakfast? Are there
buildings that could be modified for use as
conference or banquet facilities?
Cooki e Says, “He‘s Got it All
in the Chuck Wago n”
Assessing Your Resources
Oklahoma Agritourism 23
Climate
What is the average temperature or rainfall in
your area?
Wildlife
Is there abundant wildlife on your property
that could support recreation such as hunting,
fishing or bird watching?
Other Resources
Are there other activities, lodging and dining
in your community that could complement the
activities you are planning?
New Facilities
What new facilities, such as restrooms and
parking areas, must you provide if large groups
visit your land?
Opportunities for Collaboration
Forming partnerships and collaborating
with others cannot be overstated. It can make
a big difference in your success. What other
local/regional organizations, governments or
businesses can you collaborate with to market
your Agritourism venture?
Tallgrass Prairie Preserve
24 Oklahoma Agritourism
Oklahoma Agritourism 25
Cripple Creek Farms
26 Oklahoma Agritourism
If you’re thinking, “What is a
business plan and why do I need
one?” then this is the section for
you. A business plan is a written
plan that fully describes every
aspect of a proposed business.
It is a roadmap to developing
your successful Agritourism
business.
Many people view a business
plan as something you need only
if you are planning to borrow
money. While you do need a
business plan to borrow money,
the benefits of a business plan
are just as important to you –
the entrepreneur. The process
of developing a business plan
forces you to seriously think
through all of the aspects of
starting and operating a new
business. You can be sure that
you will face challenges in your
business venture. Therefore, a
business plan helps you assess
problems that may arise before
you encounter them. It helps
create a vision for what you
want to accomplish. It helps
you evaluate your future needs
and can be used as a tool
for measuring and improving
the operation. Developing a
business plan doesn’t happen
overnight, but taking the time
to build a solid plan will save
headaches and money in the
long run.
Many excellent sources
can help you sort through
developing a business plan;
however, it is important to
remember that you, your family
and/or partners are responsible
for the final document. This is
a working plan and it must be
realistic and fit your needs and
objectives, not someone else’s
ideas and plans.
A typical outline for a
business plan is shown in the
following pages. This section
also includes a checklist of things
to think about as you develop a
business plan. Remember, as
you go through the checklist
and prepare to write your own
business plan that the things
listed here may not completely
relate to your business idea
and it may require you to seek
additional information pertinent
to what you are planning. The
following is a good place to start
and get your entrepreneurial
juices flowing!
Here are some excellent
web sites that give information
on building a business plan.
Developing a Business Plan
YOU HAVE TO LO AD YOU R GUN
Oklahoma Agritoursim 27
BE FORE YOU SHOOT IT
Oklahoma Department of Commerce New and Small Business Support
http://www.okcommerce.gov/Libraries/Documents/Business_Plan_Guide_0507051542.pdf
SCORE: Counselors to America’s Small Business
http://www.score.org/resources/resources-small-business
Oklahoma Small Business Development Center
www.osbdc.org/ - Search for terms such as information on new businesses, financing, sales tax
permit, legal structures, employees, women-owned businesses, etc.
Small Business Administration - www.sba.gov/
Resource and Industry Information for Entrepreneurs - www.businessinfoguide.com/
The following Oklahoma institutions, also listed at the back of this book, can help you.
Oklahoma Career Techs - http://www.okcareertech.org/bis/services/
Business development and entrepreneurial services and professional development.
Oklahoma Cooperative Extension Service - http://www.oces.okstate.edu/
Community and rural development, fact sheets, resources for gardening, crops, livestock, marketing
and more.
USDA Rural Development – http://www.rurdev.usda.gov/ok/
Oklahoma State University Economic Development
Local contacts in county extension offices — a local presence, also community development
specialists in the field: Stan Ralstin, (580) 237-7677, stan.ralstin@okstate.edu
Extension Fact Sheets – www.osuextra.okstate.edu/dept/econ/
The web site is searchable for hunting opportunities, fishing, leases, business start-up and valued-added
agricultural products.
OSU Robert Kerr Food and Agriculture Products Center - www.fapc.okstate.edu
Chain Ranch
28 Oklahoma Agritourism
What to Include in Your Business Plan:
Executive summary • Business description • Marketing • Marketing analysis
Marketing plan • Operations • Organizational plan
Critical risks • Financial plan • Milestone schedule • Risk Management
The Canyon Inn
Echo Canyon Spa
Oklahoma Agritoursim 29
EXecutive Summary
The executive summary simply highlights the
major parts of your business plan. Although the
executive summary is at the beginning of the
business plan, it is usually written after all other
sections have been carefully thought out and
planned. If you are trying to persuade an investor
or lender to support your business idea, this is
your opportunity to make your case. You must
catch their attention with the executive summary.
Many times if an investor or lender isn’t intrigued
and persuaded after reading the executive
summary, they will not read on or give further
consideration. Briefly cover who, what, when,
where, why and how. Remember, this is just a
summary so include no more than two pages.
Business Description
The business description section details your
business in terms of the service or product
you plan to offer. It also includes information
pertaining to the industry or where your
business will compete. Throughout developing
this section, don’t forget to focus on how you
will be unique in what you offer. Once again
when you are finished, you should be able to
answer what, when, where, why and how. The
following is a checklist to go through as you
develop your business description.
• Your mission statement, the purpose of
your new business and the guiding principles
behind it
• Your goals and objectives
• Goals are broad statements about
what you want to achieve. An example might
be: “Increase farm revenue with fee-based
group tours on our dairy farm.”
• Objectives are where it gets down to
the nitty-gritty. What do you specifically want
out of your new business? Objectives are clear,
concise and specific. Objectives are stated in
terms of quantitative results such as dollars,
rooms per night, number of groups, etc.
Objectives may also be stated in terms of time,
such as six months, one year, etc.
Or objectives can be stated in terms of
profit. Your objectives should be realistic and
attainable. Examples of objectives are:
Entertain 50 groups the first year in business.
Increase revenue from tours by 5 percent each year.
Obtain 2,000 hits on web site featuring the
dairy farm tours
30 Oklahoma Agritourism
Company history or background
If you are currently a farmer or rancher,
when did you start, what do you grow, etc.
Are you expanding a current operation or are
you starting from scratch?
If expanding, how does the new activity or
business fit within the overall farm or ranch
operation?
Do you have any experience with family and
friends offering the proposed service, activity or
product?
Clearly explain the product or service you
are offering.
What benefit does it provide?
How is the product or service unique?
Does the new enterprise include the need
for a trade name, trademark, etc.?
Should you protect someone from using your
business name and if so, how? The first step is
to check to see if the name you are choosing is
one that can be used and is not being used by
someone else. Information on how-to obtain a
trade name or trade mark can be found at:
Federal Trademark search – www.uspto.gov/
main/trademarks.htm or there is a Patent and
Trademark Depository Library at Oklahoma
State University, (405) 744-7086.
State Trademark search - Oklahoma
Secretary of State, Business Filing Division,
(405) 521-3921.You may also check online under
Sooner Access at https://www.sos.ok.gov/
trademarks/default.aspx
More information can be found in regard to
Trade Names and Trademarks at
www.osbdc.org/
Woods and Waters Winery
Oklahoma Agritoursim 31
Industry Background
• What are the characteristics of the industry
where you are competing?
• Visit www.travelok.com/industry for
tourism statistics specific to Oklahoma and its
various sectors including agritourism.
• This guide, www.businessinfoguide.com/,
includes industry info for starting and running
many types of businesses, including travel and
tourism links.
• What travel trends and statistics support
your idea?
• What legal or governmental factors affect
your business?
• For example, health department issues,
zoning regulations, liability laws, potential changes
in laws, etc.
Marketing
The marketing portion of your business
plan includes two general sections. The first
section includes your market analysis and the
second includes your overall marketing plan.
Again, remember your marketing analysis and
marketing plan should always focus on how you
will satisfy the customer!
Stone Bluff Cellars Winery
32 Oklahoma Agritourism
Market Analysis
A market analysis is a matter of defining
who you will serve and determining their
characteristics, needs, wants and demands.
Who do you want to visit your farm or ranch?
You cannot be all things to all people, consider
yourself a specialist.
The market analysis can help you determine
a market that will fit with the goals and values of
your farm or ranch and help you become more
profitable.
When considering the market you intend to
serve, consider the following:
• Demographics — gender, age, income
• Geographic Information — region, urban
or rural
• Psychographic — lifestyle or personality
• Benefits — the tourist’s perception, what
appeals to them, how can you form an
emotional tie?
• Volume — how often will they visit
Once you determine your market, conduct
as much research as possible about that
market. For example, if you want to attract bird
watchers read all you can about the travelers
that make up that industry.
Who are bird watchers? What is their typical
income level, gender, occupation, age, etc.?
What do bird watchers like to see? What are
their values and what are their expectations of a
location?
When do they like to go bird watching? When
are the birds in your local area?
Where do bird watchers like to go and how
far will they travel?
How will bird watchers find your location?
How will they know you exist and how much do
they typically pay to visit locations such as yours?
Market research can be obtained from
various places such as the local chamber of
commerce, convention and visitor bureaus,
trade associations and publications that share
your target market. The Oklahoma Tourism and
Recreation Department has information located
at www.TravelOK.com/industry_reports.
Oklahoma Agritourism 33
Strebel Creek Winery
34 Oklahoma Agritourism
Find out who is visiting other locations similar
to the one you are starting.
How successful are they?
Will your market include individuals, retired
couples, business travelers, group tours,
vacationers or honeymooners?
What kind of groups would you like to
entertain and educate? Examples are:
• Elementary, middle or high schools groups
• Associations or professional groups
• Retired group organizations
• Bank tour groups
• Veterans associations
• Church groups
• Civic or ethnic organizations
What gender, age, income, occupation,
location, family status, children, education and
interests will your customers have? For example,
if you want to target for a hunting operation, you
will probably look for men that are in the 25-
to 50-year-old range. You may want to target
middle class families with busy lifestyles who
enjoy adventurous outdoor experiences or you
might target upper class retirees who like tasting
wine and prefer relaxing vacations.
Where do these people come from? Will your
visitors be local, from in-state or out-of-state,
within the U.S. or international?
How will you attract people to your farm?
Local competition means one of two things,
you either choose to compete or complement.
Other farmers in your area may already be doing
Agritourism, how can you position yourself in
a different niche or develop a complementary
activity? Competition may include any activity
that people do on their vacations or in their
leisure time. How are you special? Compare
your product, price, promotions, services,
strengths and weaknesses.
Consider the closeness of major population
Pleasant Valley Farms
Oklahoma Agritourism 35
the trip worth their time? Consider working
together with other area businesses to create
appealing packages.
Web sites that can help you get started in
your search for a target market include:
Oklahoma Department of Commerce
Community Profile Information –
www.okcommerce.gov/data
Includes statistical profiles of states, counties
and cities – www.fedstats.gov/
Links to many travel and tourism sites that
can help you get a feel for the customers you
want to attract –
www.businessinfoguide.com/travel/
Hospitality trends from several sources -
www.htrends.com/
centers. Where do your potential visitors live?
What do your potential visitors presently do
as tourists?
How easily can they travel to your area?
How many people currently travel near
your area?
What other attractions are in your area and
who visits?
Don’t forget about the market that consists
of friends and family who visit the area. Many
times when people have visitors, they are
looking for local activities or scenic spots to
entertain their company.
How can you treat each person as an
individual?
What are current market trends? See www.
TravelOK.com/industry_reports
A general rule of thumb is that tourists will be
more likely to travel to your location if you can
keep them busy four times longer than it took
them to get there. For example, if it takes them
an hour to reach your location they need to be
busy for about four hours. If you can’t entertain
them for that time frame, are there other
activities that you can package together to make
36 Oklahoma Agritourism
Stockyards City
Oklahoma Agritourism 37
Marketing Plan
Once you have stated the results
of your market analysis and you
know who you are targeting, the
marketing plan describes how you
will take action to reach your target
market. This should reflect the
goals and objectives stated in the
opening of your business plan. The
plan addresses the basic concepts in
marketing — the Four Ps: product,
place, price and promotion, also
know as the marketing mix. The
Four Ps are your view of what you
have that will influence a customer to
visit your location or purchase your
products and/or services.
Product - How is your destination
unique?
What are the value-added
services you are providing your
customers?
What are your unique activities?
What knowledge or education are
you providing them?
What rare opportunity are you
giving?
How are you providing an unusual
experience?
What image are you trying to
project with your product?
Do you have a great reputation or
expertise in regard to the service or
product you are offering?
Are you offering an authentic
experience or product?
Place - How can you take advantage
of your location?
Remote, providing solitude and a
quiet getaway
Close to other attractions
Preserved and natural landscapes
Off the highway, yet close to
where travelers pass through
frequently
Rural areas have low crime rates
and may give tourists a sense of
security
Price — How will you charge for
your Agritourism services, products
and activities?
What are others with similar
services and activities charging?
What special features will you
offer to justify price?
Will you offer packages with
special pricing?
What costs are associated with
your services and activities?
Consider the following:
Office overhead
Vehicle expenses
Taxes
Inventory
Loan and interest payments
Employees
Start up costs
Other pricing issues to be
considered include to whom you
plan to sell your product or service.
For example, are you selling to the
consumer directly, to a travel agent
or a travel wholesaler? Or is your
product available at retail outlets?
The direct consumer should be
charged what is called the rack rate.
That is full price of the product or
service you have to offer.
The travel agent usually receives
a 10 percent discount from the
tourism provider. He/she then
generally sells the product to the
consumer at the rack rate.
Wholesalers generally receive a
20-30 percent discount off the rack
rate, depending on the volume of
transactions they produce.
How will you handle payment?
Most tourist and customers will
expect to be able to pay with
a credit card. You will need to
consider if you are willing to take
credit cards. Again, there is a section
in the Oklahoma Small Business
Development Center Publication
“Business Basics” on how to handle
credit card transactions. www.
osbdc.org searchable for payment,
credit cards, etc.
To take credit cards, you will
need to set up what is called a
“Merchant Account.” You can start
looking for a merchant account
vendor by:
Calling the bank that has your
business checking account.
Talking with your industry trade
and professional association. For
example, the Oklahoma Bed and
Breakfast Association, to see if they
have a service that specializes in your
industry.
Talking to people you do business
with as to who they use and their
satisfaction with the service.
Promotion — How are you
going to advertise your Agritourism
business?
Promotion takes into account
the product, place and price you
determined earlier. Promotion
describes your plan of how you will
make consumers aware of your
business, how you will provide them
with information about the services,
activities and products you provide
and how you can help meet their
needs. Most Agritourism businesses
have limited resources to fund
expensive promotional activities so
it is critical you get the most bang
for your buck. Things to consider
when designing your promotional
campaign:
When will it be done?
Who will do it?
How much will it cost?
How will progress be measured?
The Oklahoma Tourism and
Recreation Department has
numerous ways to help you promote
your business. Resources from the
Oklahoma Department of Tourism
and Recreation are located at the
back of this book. You may also
want to check out the following link:
http://www.travelok.com/files/How_
Can_We_Help_You.pdf
38 Oklahoma Agritourism
Promotion Possibilities
Free publicity — The best type of marketing
that you can do is to create free publicity.
People generally pay more attention to feature
articles with good photographs than paid
advertisement. Some ways you can promote
free publicity is:
Take advantage of listing your business for
free on www.TravelOK.com. This will also get
you listed in travel brochures produced by the
Oklahoma Tourism & Recreation Department.
To get listed, visit this web site and complete
the appropriate form for your type of business:
http://www.travelok.com/industry/id.111
Keep your local Convention and Visitors
Bureau informed of what you are doing.
Word-of-mouth is priceless. People are
more apt to visit locations that have been
recommended by friends and relatives.
A unique logo that presents the desired
image of your Agritourism business. Consult a
graphic designer or for a more cost-effective
option, consult with a graphic arts student
at a career tech or a university. Students are
always looking for ways to broaden their
portfolio and get some real world experience.
Many professors for such programs are happy
to pass along your request to their students.
Traditional Media
• Send press releases with unique pictures to
your newspapers, radio and television stations
about interesting things to do and see.
• Send your newspaper or radio station, such
as National Public Radio and other local stations,
your calendar of events and reminders when big
events are coming up.
Social Media
The growing popularity and use of social
media such as Facebook, Twitter and blogs
cannot be ignored. A large amount of potential
customers want to find information regarding a
destination from social media outlets and from
what people are saying or writing about the
place. The best part is these tools are free!
• Facebook is one of the fastest growing
forms of social media. Establishing a facebook
page requires only an e-mail address and allows
you to post pictures, stories, updates, invite
people to events and more. To get started, visit
www.facebook.com and create an account.
• Twitter is a social networking and
Oklahoma Agritoursim 39
microblogging site. It allows
users to send and read
messages called tweets.
Tweets are text-based posts
of up to 140 characters
displayed on the user‘s
profile page. Start at www.
twitter.com by creating
your unique i.d. such as the ones below
@OKAgritourism – state Oklahoma
Agritourism Program
@OklahomaTourism – Oklahoma
Department of Tourism and Recreation
@company name – for agritourism
businesses
• Blogs are a social media tool that does
not limit the amount of words you can post.
Through reading
tales of life on the farm or other attraction,
people can feel like they are a part of the
attraction and will learn about new things. The
key to blogging is to make regular posts about
activities at your destination to keep people
coming back to your blog. Blogs also allow
you to post pictures and include hours and
descriptions for the business.
40 Oklahoma Agritourism
Between Facebook, Twitter, blogging and a
web site, you may feel overwhelmed just trying
to keep up. Do some research and find the
one(s) that work for you and your company.
Learn more about web sites as you read on.
Additional promotions
Hold an open house featuring a season like
Halloween, Christmas, Easter, Fourth of July,
etc. Invite the media and others that can help
spread the word about your operation.
Use special promotions such as offering
holiday and weekend packages that include
activities such as hiking, hunting, theater, fishing,
golfing or historic tours.
Offer special rates in newsletters,
newspapers and regional magazines for mailers
and senior citizens. Also, consider targeting
specific groups such as women or senior citizens
for specific events.
Newsletters can be a great way to keep
in touch with customers and prospective
customers. Newsletters can be mailed or
e-mailed. A good newsletter will contain
promotional events, special community
attractions, announcements of improvements,
new attractions for visitors, etc. Check out
www.constantcontact.com for a great web
site that can help keep you in touch with your
customers.
Make gift certificates available for your
business.
Offer your destination as a meeting place.
Study trade journals or interest group
magazines.
Consider the potential of visiting your local
sports club or placing information such as a
brochure there.
Attend tradeshows. Some organizations can
provide a discounted rate or you may consider
sharing booth space with another business.
Selman Ranch
Oklahoma Agritourism 41
Edmond Farmers Market
42 Oklahoma Agritourism
Promotional Materials
Brochures
A brochure should include details about
accommodations, activities, directions/map,
address, phone, fax, e-mail, and above all else,
should be a true representation of what your
business has to offer. Include nice pictures
whenever possible. Visit the nearest welcome
center and see what is available and what
brochures draw the most attention.
If you plan for the brochure to be displayed in
a rack, the best size is a vertical 9-inch x 4-inch.
Be sure that it will fit into your envelopes if you
plan to mail it, or make it a self-mailer. The top
one-third of the front of your brochure must
sell it, as that is all that will be visible from most
display racks.
• Use bright colors.
• Have a good combination of facts and
emotional appeal.
• Get comparable bids from several printers.
The Oklahoma Tourism & Recreation
Department distributes travel brochures for
free at their Tourism Information Centers;
however brochures must be approved by the
Tourism Information Center Director prior
being distributed in the centers. You will
need to complete this form for the request:
http://www.travelok.com/files/Brochure%20
Distribution%20Request.pdf.
Flyers
If you send a flyer, be sure you include who,
what, when and where!
Who — Name of your operation
What — Activities/events
When — Hours of operation
Where — Location, map, how much:
admission fees per package
Billboards or other off-site signage
Billboards are very expensive. Are there
other attractions you could share the cost and
advertising of the billboard?
Entry Signage and Directional Signage
If you are close to a well-traveled area, the
design and display of the entry to your location
can invite someone in to see what’s inside. If
there are several turns off the main road to
get to your attraction, provide the visitors with
helpful directional signage.
Oklahoma Agritourism 43
Develop a press kit. Have packets prepared
to give media and other organizations that call
for information. A press kit may include:
• Cover letter
• Business card
• Brief history of business
• Brochure that includes activities and
services offered
• Location
• Clear directions
• Pictures
• Prices of services
A GOOD WEB SITE IS A MUST! IF YOU
DON‘T HAVE ONE - GET ONE!
A web site gives the business instant
presence around the globe.
Your web site gives consumers information
about your business 24/7.
More and more people are using the internet
to plan their trips and the trend is still growing.
Once you decide on a domain name, get it
registered. There are many places that you can
check to see if domain names are available. A
couple of good places to look are:
www.godaddy.com and www.bluehost.com.
Your web site should do the following:
• Include activities offered at your
destination.
• Provide prices, packages and special
promotions that are available.
• Provide information on what’s new.
• Give clear, concise directions on how to
get to your location.
• Inform travelers what to expect when
visiting your farm or ranch. Let them know
what kind of clothes and shoes to wear, remind
44 Oklahoma Agritourism
Shattuck Windmill Museum
Oklahoma Agritoursim 45
them to bring sunscreen, a hat and other items
that will help them be more comfortable.
• Include photos of activities, landscape,
wildlife, etc. Everyone likes to see where they
are going and what it looks like.
• If you are offering a product for sale on
your site, be sure to provide a secure site for
customers who are placing orders.
• Provide information to help visitors plan
their trip, including amenities that are not
offered on your site but are offered in the local
areas. Things you might want to include are
hotels, restaurants, shopping, golf courses,
theaters, museums, other Agritourism sites in
your area that complement your site and other
attractions in the area.
• Include a Contact Us page to provide
a way for customers to contact you with
questions and requests.
• Make sure the site is easy to navigate and
not confusing.
• Make sure your site doesn’t appear
cluttered, include only relevant information.
• Collect information and e-mail addresses
through the Contact Us area.
• List or link your web site on as many other
web sites as possible. There are many travel
sites that will allow you to post your web site
link on their site, a great way to encourage
more traffic to your site.
• Link your social media pages, such as
Facebook and/or your Twitter feed to your
web site and vice versa. This increases your
exposure.
• To find a web site designer you can refer
to www.oklahomaagritourism.com. University
or career tech students can also be a resource
when you are ready to build your web site.
Graphic design and web design students are
always looking for ways to enhance their
portfolios and get some real-world experience.
When your marketing plan is complete, you
should have a detailed guide and action plan of
how you will obtain the goals and objectives
you set forth in the opening portion of your
business plan.
46 Oklahoma Agritourism
Operations
The operations plan includes the
organizational flow of work through your
business. It includes identifying the tasks
involved in providing activities, the additional
labor needed, licensing, permits, zoning and the
accessibility of your property.
Some questions that need to be answered
are:
What renovations will be needed on the
property, if any?
How will you secure property and inventory?
Zoning — You need to check with your
city or county to see exactly what the zoning
requirements are for Agritourism-related
activities.
Accessibility — Consider who will be visiting
your site. For example, senior citizens and
people with disabilities. Are your doorways and
entrances accessible to individuals with different
needs? Will you provide transportation options
to get around the property, such as golf carts?
Licenses and permits — There are local and
city licenses and permits, state licenses and
permits and federal licenses and permits. The
license and permits needed for your business
The Living Kitchen Farm and Garden
Oklahoma Agritoursim 47
are set by elected officials such as city council,
state legislatures and U.S. Congress. The
requirements may change from time to time. A
great resource is the Oklahoma Department of
Commerce web site: http://www.okcommerce.
gov/sbrs/.
Will you need a resale permit or sales tax
permit? (This is issued to purchase tax- exempt
inventory from suppliers, wholesalers or
distributors that you will resell to others.) If you
sell any products, you will need a resale permit.
In general, service businesses do not pay sales
tax. The Oklahoma Small Business Development
Center offers help at their web site: www.
osbdc.org/ and the Oklahoma Tax Commission
can be a great resource http://www.tax.ok.gov/.
If you plan to offer lease hunting, speak to
an attorney to make sure you have all the bases
covered. You may also want to check with the
Oklahoma Department of Wildlife Conservation,
www.wildlifedepartment.com, and the Noble
Foundation, www.noble.org/WebApps/
WebListings/WildlifeLease/.
In addition, http://www.sba.gov/ can be
helpful in finding out what you may need in
terms of federal permits. The site includes great
information and a special section on business
laws.
Organization Plan
Your organization section should include
information on the skills and management
abilities of those involved in your business,
employee wages, employee schedules and any
other considerations needed to operate and
manage your proposed business.
• Who are the key personnel and what is
their experience?
For example, their education, work or
volunteer experience.
• How will you hire and train employees?
What is the legal structure of your business?
You will need to visit with your attorney and
tax accountant about the best structure for your
business. However, the following information
has been collected from the Oklahoma Small
Business Development Center publication,
“Business Basics: A Guide for New Business in
Oklahoma.”
48 Oklahoma Agritourism
Sole Proprietorship — a one-owner
business. A sole proprietorship is the easiest
form; however, the disadvantage is you and your
business are one and the same, which means
you have unlimited liability, your business is
limited to one owner and you are not able to
take some tax benefits.
Partnerships and Corporations — One
or more owners. You may want to consider a
corporation or partnership if you have more
than one owner, you are concerned about
liability and being sued or the business is doing
well financially and it is more beneficial from a
tax standpoint. However, if you choose to form
a partnership or corporation, there are rules
and paperwork to follow. For small business
owners, checking into an LLC, Limited Liability
Corporation, can be a good way to provide
additional protection for yours.
• Will you use any advisors or consultants?
• Who and what is their experience and
references?
• What supplies will you need and where will
you get them? There are many places to look
for supplies depending upon what you need.
Here are a couple of web sites to check out:
www.hotelsupplyresource.com/ and www.
eckertagrimarketing.com/buyersguide.htm.
Critical Risks
As with any business, inherent risks are
involved and Agritourism is no different.
Liability is always a big concern for farmers and
ranchers, and it becomes even more critical
when you begin to invite the public onto your
property. It’s crucial you evaluate the potential
problems and risks you will incur with your
Agritourism business. Proper safety precautions,
developing a sound risk management plan and
insurance are two of the best ways to manage
risk. Please understand that more than likely,
your regular farm policy does NOT cover
Agritourism activities!
Managing Your Risk and Liability
Risk assessment — Identify the risks involved
with every activity you offer. Establish rules for
planned activities, and if necessary, modify the
activity or equipment to make it safer.
Do you have the appropriate business
structure? For example, a partnership or
corporation may help protect your personal assets?
Oklahoma Agritourism 49
Territory Cellars
50 Oklahoma Agritourism
Do you have the proper insurance coverage?
Start by speaking with your current insurance
agent. If you are already in business and are
considering a new activity, be sure to notify your
insurance agent first to find out if the activity is
insurable and at what cost. Ask your agent how
you can make the activity safer.
For insurance companies that
provide an Agritourism policy see www.
oklahomaagritourism.com.
If you are producing and selling a product, for
example jams and jellies, do you have the proper
liability insurance and certification from the
Oklahoma State Department of Health.
Oklahoma State Department of Health -
http://www.ok.gov/health/
Oklahoma Department of Agriculture, Food
and Forestry Food Safety Division -
http://www.oda.state.ok.us/food/
Visit with other operators to see how they
handle liability issues and what insurance agent
they use.
Familiarize yourself with current state liability
legislation.
Do you need a participant release and
assumption of risk form to be signed by visitors?
Develop a safety plan specific to your
Agritourism operation.
If your activity (ies) involves physical
participation, what will be your staff-to-guest
ratio?
How will you train employees in safety
procedures?
If you are offering a physical activity, you may
want your guests to sign a rules and regulations
form.
Certify yourself and your staff in CPR.
When and how will you handle signed
participant release and assumption of risk forms?
They should be signed and filed with each visit.
How will you handle animal health issues?
For example, if you are handling horses, you
will want to have a copy of all pertinent health
certificates such as a Coggins test.
How will you report incidents resulting in
injury within your operation? Keeping a good
record of incidents is away to monitor your own
safety history and also will give you information
on what you can do to improve safety.
What procedures will you have in place to
make sure a similar incident doesn’t happen
again?
Oklahoma Agritoursim 51
How will you document and assess the cause
of the incident?
How will you implement a plan of correction
so that similar incident does not occur?
Be sure to give a copy of your safety plan
to your insurance agent and ask if there are
additional measures you should consider
including.
Remember the safety of your visitors and
employees should be a top priority!
While it may seem impossible to eliminate
all potential hazards, maintaining a proactive
safety strategy and providing your insurer
with documents proving your safety efforts
may protect you legally in the long run. Make
sure you spend the time necessary with
your insurance agent to fully understand the
provisions of your insurance policy.
The Canebrake Restaurant and Resort
52 Oklahoma Agritourism
Financial
Whether or not you are borrowing money
to start your Agritourism business, it’s a very
good idea to get a financial plan in writing.
The financial section of your business plan will
help you decide if your business idea is worth
pursuing. If you are borrowing money, the
financial information given in this section of
your business plan is crucial and will more than
likely determine if a lender is willing to loan you
money for your new business.
At first, the financial section of your business
plan may be overwhelming; however, financial
information can be broken down into sections
and is based upon the research you probably
have already done for your proposed business.
The financial statements for your new business
require that you make forecasts about the
finances of your new business over the next
three to five years. Pro forma (forecasted)
financial statements should be conservative.
Agritourism businesses are very diverse and
can include anything from wineries to hunting
operations as well as everything in between. The
following are only the basics of what you should
include.
Before you begin, you should have a good
idea of the following costs:
A detailed start-up cost schedule for planning
purposes. Include everything you will need to
get your business up and running. For example:
• Signage
• Special equipment
• Farm renovations
• Parking
• Development of new eating area
• Start-up labor
Operating costs for planning purposes:
For example:
• Electricity • Insurance • Water
• Advertising • Business license and permits
• Labor
Projected revenue:
• Prices you plan to charge for activities and
services offered
• The number of visitors you expect within a
given time
• The number of sales you expect within a
given time
Oklahoma Agritoursim 53
Additional costs depending upon the number
of visitors you plan to host
• Food or snacks provided
• Any memorabilia given to guests
• Additional labor needed
• Fuel for transporting guests on location or
to location
• Supplies needed for various activities
As you define your expenses, determine
which costs are fixed and which costs are
variable.
• Fixed costs do not change in total with
changes in the level of activity.
• Variable costs change in total as the level of
activity changes.
Information that should be included in the
Financial Section of your business plan:
Summary of requested funds:
If you are applying for a loan, you will need
to prepare a summary of requested finances
needed, including loans and other investments
you plan to use. This summary should clearly
state how you plan to finance all aspects of your
new business, including details of how you will
use the funds you are requesting.
Projected (Pro-forma) financial statements
• Balance sheet — includes assets, liabilities
and net worth for a specific point in time.
• Income statement — includes projected
revenues and expenses that determine the
amount of money available to pay income taxes
and the amount of money available for future
use.
• Cash flow statement — projects cash
inflow and outflow over a period of time and is
used for internal planning or budgeting.
• Break-even point — the point where
revenue is exactly equal to costs.
Personal income tax reports
Past three years of personal income tax
reports (if presenting to a lender).
For tax questions, regarding business or
personal filing, contact the Oklahoma Tax
Commission – www.tax.ok.gov or call (800)
522-8165.
54 Oklahoma Agritourism
Both of the web sites below are excellent
places to find information on how to prepare
the necessary financial reports. The sites
include templates that allow you to plug in your
own information.
www.score.org/template_gallery.html
www.sba.gov/library/forms.htm
Funding resources:
Oklahoma Department of Agriculture, Food
and Forestry – www.oda.state.ok.us/mktdev-loans.
htm
Ag Enhancement and Diversification Program
(405) 522-5563
Marketing Utilization Loan Program
Rural Enterprises, Inc. (REI)
www.ruralenterprises.com
(800) 658-2823
Your break-even analysis can be an important
tool to get an idea of not only what your break-even
point is, but also can help with determining
various “what if” statements.
A break-even analysis shows the level of sales
you will need to break-even for the projected
period. At the break-even point, your operation
expenses will exactly match the sales or service
volume. A break-even can be shown in total
dollars or in units of production.
To compute a break-even, you will need
to first determine which expenses are fixed
and which expenses are variable. Fixed costs
do not change in total with changes in the
level of activity, in other words, costs you will
have regardless of how much business you
have. Variable costs change in total as the level
of activity changes. Costs that increase or
decrease depending upon how much business
or customers you have.
The following details how to calculate a
break-even point.
Example: You are preparing to open a new
tour of your family dairy. You have determined
that you will charge $5 per person for
admission. You have also determined that you
will incur variable costs of $2 per person and
that you will incur a total of $750 in fixed costs.
Oklahoma Agritoursim 55
Summary:
Step 1: Sales price per customer (expressed
in dollars per unit) = $5 Variable costs per
customer (express in dollars per unit) = $2
Total fixed costs (expressed as a lump-sum cost
in dollars) = $750
Step 2: Determine break-even in units or
customers.
Break-even = fixed cost / (sales – variable
cost) = $750 / ($5 - $2) = 250 units or
customers needed to break-even.
Step 3: Determine break-even in sales
revenue.
Break-even = break-even units x sales price
per customer= 250 x $5 = $1,250
Result: You would need to have 250
customers to break-even, which results in a
revenue of $1,250.
You can use this same formula to calculate a
target profit by just inserting the profit you want
to achieve and then solving for sales price per
customer or units.
There are many sites on the internet that
provide calculators that figure break-even
and what if scenarios. Visit http://www.
entrepreneur.com/ and search for calculators.
Milestone Schedule
The final portion of your business plan
explains how you will determine the success of
your business. Your milestone schedule will help
you determine if you are meeting your goals and
objectives, and if not, what you intend to do to
correct the discrepancy. A milestone schedule
shows that you have thought beyond the start-up
phase and that you are in the business
for the long haul and not flying by the seat of
your pants. Some things to think about as you
prepare your milestone schedule are outlined
below.
Using the goals and objectives that were
laid out at the beginning of this business plan
determine how they can be met.
Goal: “Increase farm revenue with fee-based
group tours on our dairy farm.”
Objective: Entertain 50 groups the first year
in business. Increase revenue from tours by 5
percent each year. Obtain 2,000 hits on web
site featuring the dairy farm tours.
56 Oklahoma Agritourism
Determine a system for your operation
that will help you track visitors. The following
information can be obtained in a structured
format or in informal conversation:
When did your visitors come — month, day
of the week, time of day?
Where did they come from?
What else were they interested in doing
How long did your visitor stay?
When will you measure progress?
You may decide you will determine quarterly
if you are on track to meet your objective of
entertaining 50 groups the first year.
What deadlines have you established to meet
your goals and objectives: quarterly, annually,
three years from now? Have you averaged a 5
percent increase in revenue at the end of three
years?
What number of groups is acceptable at the
end of the first year, etc.?
What costs are acceptable? At the end of the
first quarter, first year, etc.? Are your costs as
you projected?
Is your web site showing increased traffic and
where is the traffic coming from?
At the same time, if your business is not
meeting the goals and objectives you set forth,
how do foresee that you can re-evaluate your
plan? For example:
Do you need to change your pricing?
Are your costs too high?
Which ones are too high and why?
Do you need to change your marketing
strategy to better reach your target market?
Has your target market changed?
Is your web site not as user-friendly as you
thought?
If the business is not meeting your goals by
X time frame, do you want to proceed with the
business?
Conclusion
The importance of a business plan cannot
be stressed enough. It is your road map to
success. It is a way you can clearly think through
what you want your business to be, how you
intend to get there and how you plan to stay on
track in meeting your goals and objectives. For
simplicity sake, it is your checklist of success!
Oklahoma Agritourism 57
The Round Barn
58 Oklahoma Agritourism
Hospitality can make or break
your business. Customer service, at-titude
and reliability to perform the
promised service must be upheld.
Hospitality can keep your customers
coming back for more and making re-commendations
to friends and neigh-bors.
In the end, the customer’s per-ceived
value is all that matters. Think
about the best trip you ever took.
What made it special?
Telephone
Hospitality starts when you
answer your telephone. Answer the
phone in a professional manner with
the name of your business. State your
name and use a friendly tone. For
example: Good morning, this is Take
Me Home Farm, Jane speaking.
Do you offer a 1-800 number for
inquiries and reservations?
Return calls quickly!
Greetings
Think about how you will greet
your customers.
You may want to develop a script
for both yourself and employees.
“Welcome to Take Me Home Farm.
We have a long history in the dairy
business, etc., and we are so happy to
have you as our guest today.”
Know the history of your area.
Remember to smile, smile, and
smile!
Make Their Stay Complete
Consider how you can make your
visitors more comfortable.
Provide your visitors with a sugge-sted
list of what they should wear and
what they should bring with them.
COMP ANY ’S COMING
SMILE WHEN YOU SAY TH AT!
Hospitality and Image
For example, sunscreen, a hat, com-fortable
shoes — no flip-flops, etc.
Have umbrellas on-hand for unex-pected
showers.
Detail what you have done to
make their visit safe and enjoyable.
Let them know the rules and regu-lations
you have for the activities they
have chosen.
If needed, provide alternative
modes of transportation around the
farm such as golf carts.
Don’t make promises you can’t
keep. Your goal should be to give
your customers more than they ex-pect,
you never want a guest to feel
short-changed when they leave.
Impression
Every action makes an impression.
To promote the image you want to
present to your customers, consider:
Does your logo represent the
image you want to present?
How are you and your employees
dressed?
What does your business card say
about you? What image does it pre-sent?
If you use stationery, does it con-sistently
promote your desired image?
When you drive into the entrance
of your location, does your signage
and landscape look inviting?
Are your physical facilities neat
and clean and promote a quality de-stination?
Neither you nor your employees
can ever take a bad day out on the
guest.
If you provide lodging, what servi-ces
will you offer?
Maid service
Laundry service
In-room television, telephones
and internet connection
Keep a list of activities, services
and phone numbers guests may need
such as:
Restaurants
Hotels/motels
Art galleries
Museums
Fairs
Community events
Sporting events
Rodeos
Craft or antique shops
Parks
Hospital/doctors
Auto repair shop
Banks
Post office
Churches
In the end
Ask yourself how did you make
the guest feel special and welcome?
Have you done everything neces-sary
to make them want to recom-mend
your location to others?
How will visitors remember their
experience on your farm or ranch?
You may want to provide so-mething
for your guests to take home
with them to remember their visit
such as:
Pictures you took and developed
while they were there
A small gift with your business
logo on it
Oklahoma Agritourism 59
Think about how you will
greet your customers.
Shiloh Morning Inn
60 Oklahoma Agritourism
Oklahoma is a great state and full of resources
to help you get started. Look through and see
what catches your eye and what you need help
with.
The Oklahoma Department of Agriculture,
Food & Forestry - www.oda.state.ok.us
ODAFF Market Development -
www.oda.state.ok.us
Giving Oklahoma agriculture a helping hand!
That’s what the Oklahoma Department of
Agriculture’s Market Development Services
division is all about. The basic premise of the
division is that the best way to help our state’s
agricultural economy is to broaden its outlets for
agricultural commodities and assist producers,
processors, wholesalers and retailers in
marketing these products.
Agritourism
2800 N. Lincoln
Oklahoma City, OK 73105
(405) 522-5652
The Oklahoma Agritourism web site will have
continued resources and links available.
HE RE COMES THE CAVALRY!
Contact & Resource Information
Lori Coats • 405-420-9242
lori.coats@ag.ok.gov
Becca Lasich • 405-488-7532
becca.lasich@ag.ok.gov
Oklahoma Agritoursim 61
What Agritourism Can Do For You
Agritourism provides resources and support to producers through the web site www.
oklahomaagritourism.com. Workshops are also planned to address topics of interest or issues within
the agritourism industry in Oklahoma.
Agritourism businesses are listed on the consumer web site www.agritourism.travelok.com
where they can be searched by category, region and more to find your business.
Agritourism staff works to promote businesses and their events in various ways including
placement of articles in publications such as the consumer e-newsletter, The AgriTourist, and
through event listings and stories posted to the Agritourism blog, The Vine at www.agritourism.
travelok.com/blog and www.travelok.com/events.
Agritourism businesses are also included in all applicable travel brochures including the Wineries,
Land Bounty, Hunting and Western Experience brochures as well as the Oklahoma Agritourism
Map.
62 Oklahoma Agritourism
Farmers Markets
In Oklahoma, buyers looking for readily available fresh fruits and vegetables will find a consistency and quality that
other states would find hard to match. Oklahoma farmers markets offer a wide array of fresh fruits and vegetables along
with plant materials suited for an incredible range of climates and environments. Oklahoma Grown farmers markets offer
consumers the opportunity to buy directly from Oklahoma growers who produce the products. Currently, 72 markets
are registered with the Oklahoma Department of Agriculture, Food & Forestry that meet all licensing requirements
with the Oklahoma Department of Health. Of those 72 registered markets, 67 offer 100 percent Oklahoma Grown
fresh products. As consumers continue to become more health conscious and concerned about better eating habits,
fresh fruits and vegetables will grow in popularity.
Economic Development
The sustainment and growth of rural economies is vital to the future of rural Oklahoma. It also makes a significant
contribution to the employment and overall economy of the state. The Market Development Division has made a
commitment to provide staff and funding to support new business development, out of state business recruitment,
business growth and retention.
One of the Division’s tools used to foster rural economic growth is the Agricultural Enhancement and Diversification
Program. It is designed to develop or improve uses for agricultural products, expand the state’s production of value-added
products and to encourage diversified farming. Interest-free loans and grants are available through four program areas:
marketing utilization loan, cooperative marketing loan, basic and applied research loan/grant and farm diversification grant.
Jason Harvey • 405-522-5563 • jason.harvey@ag.ok.gov
Gary Bledsoe • 405-830-1341 • gary.bledsoe@ag.ok.gov
Justin Whitmore • 405-522-6194 • justin.whitmore@ag.ok.gov
Domestic Programs
The Made in Oklahoma program is open to companies
that are producing, manufacturing and/or processing
an agricultural product in the state of Oklahoma. The
program is designed to assist companies in collectively
promoting brand awareness and consumer loyalty for
Oklahoma products through cooperative marketing
activities.
Julie Fitzgerald • 405-522-5560
Julie.fitzgerald@ag.ok.gov
Oklahoma Agritoursim 63
Oklahoma Agritourism Association (OAA)
www.oklahomaagritourismassociation.com
(580) 227-3207
What is the Oklahoma Agritourism Association?
The Oklahoma Agritourism Association is a
professional organization formed for the purpose
of enhancing the Agritourism industry in Oklahoma.
Objectives of the Association include:
• Implementation of the Agritourism Accreditation
Program
• Serving as an Agritourism industry networking
group
• Working together to influence legislation relevant
to the Agritourism industry
• Providing educational experiences within the
Agritourism industry
• Serving as an entity through which groups of
Agritourism businesses can take advantage of grant
opportunities
The Oklahoma Agritourism Association (O.A.A.) is
an association of Agritourism owners, operators and
enthusiasts to network, market and address issues and
needs collectively, from an industry perspective. The
O.A.A. is a relatively new organization, developed
to meet the needs of the people. The O.A.A.
works closely with the State of Oklahoma‘s
Agritourism program.
64 Oklahoma Agritourism
The Oklahoma Tourism & Recreation Department
www.TravelOK.com
Travel & Tourism Division — Tourism is Big Business in Oklahoma!
As the marketing and promotions arm of the Oklahoma Tourism and Recreation Department, the Travel Promotion
Division’s programs increase awareness of Oklahoma as a destination, while fostering understanding of the economic
impact and importance of the state’s travel and tourism industry. Tourism-related businesses and organizations can
participate in most programs at little or no costs. The division operates 12 Tourism Information Centers; works with
communities, events and attractions to improve and develop new tourism products; oversees numerous public relations
and information programs; operates the department’s web site, TravelOK.com; coordinates annual spring and fall
advertising campaigns and related cooperative advertising ventures.
Tourism is a vital economic development tool and the division is committed to providing assistance and maintaining
productive partnerships with communities, tourism organizations and businesses throughout the state. Following is a list
of programs and services offered.
Web Site
TravelOK.com is the state’s official Internet site for Oklahoma travel and tourism information. Attractions, events,
accommodations and restaurant properties from across the state are included on the site, along with special sections
devoted to the media, group travel professionals and tourism industry members. Special offers, coupons and discount
packages to Oklahoma destinations are also posted on the site.
If you wish to be listed free of charge in our database, or in our Deals and Coupons section, please e-mail us at
Update@TravelOK.com.
If you need assistance using the new data engine to update your listing, or if you don’t have Internet access, please
contact Rose Bemo.
Contact: Rose Bemo, Web Marketing Assistant
(405) 230-8410 or Rose@TravelOK.com
Travel Guide
The annual Oklahoma Travel Guide is the essential publication for travelers to and within Oklahoma. This guide
highlights points of interest all across the state and includes a directory of things to do, lodging, and restaurants listed by
city. It is distributed to more than 350,000 prospective travelers.
Your tourism-related attractions can be listed in this popular publication free of charge. Publication listings are
exported from the TravelOK.com database, so make sure your info is up-to-date by April 1 every year.
Contact: Lindsay Vidrine, Director of Travel Communications
405-230-8414 or Lindsay@TravelOK.com
Brochure Advertising
The Oklahoma Travel Guide and other statewide tourism promotional tools are also excellent advertising vehicles
for travel and tourism organizations. Reasonable rates and a targeted audience promise results for advertisers. The
annual deadline for advertising in the travel guide is April 1.
Contact: Kerry Barrick, Merchandise & Sales Coordinator
405-230-8408 or Kerry@TravelOK.com
Co-op Advertising Programs
Travel and tourism-related businesses can optimize advertising dollars by taking part in the Tourism Department’s
cooperative advertising programs, available through a variety of media. Program options include magazine publications
and a newspaper insert. Other options are also made available when possible. We are encouraging publishers to offer
added value with these coop programs, i.e., a web presence) in addition to the ad space.
Contact: Chris Mack, Contract Compliance Manager
405-230-8404 or Chris@TravelOK.com
Oklahoma Agritoursim 65
Tourism Information Centers
Located at various points of entry to the state, as well as in the State Capitol and two metropolitan areas, Oklahoma’s
Tourism Information Centers provide tourism materials and travel counseling to more than 1.5 million auto travelers
every year. Tourism businesses also may arrange to display their promotional brochures at the centers. An application
and guideline info is included in this book and on travelok.com.
Contact: Bill Byer, Jr., Director of Tourism Information Centers
405-478-2316 or BByer@TravelOK.com
Bulk Brochure Orders/Warehouse
The Oklahoma Travel Guide, highway maps, and other OTRD publications are available in bulk quantities for
chambers of commerce, convention and visitors bureaus and other tourism-related organizations. Although there is
no charge for brochures to these groups, we request every effort be made to pick up materials at the Oklahoma City
distribution warehouse to save taxpayers the expense of freight and postage. Quantities of some brochures are limited
and distributed at the tourism department’s discretion.
Contact: 1-800-652-6552
Speaker’s Bureau
Our Speaker’s Bureau program provides professional tourism industry speakers as a service to organizations,
fostering good civic relations and further promoting the Oklahoma tourism message to the public. Speakers from
OTRD are available to discuss a variety of tourism-related topics with your organization.
We are also interested in hearing from tourism industry professionals who are available to speak to key civic and
professional groups about the economic importance of tourism to Oklahoma. We can add your name to a list to
be scheduled for possible speaking engagements in your area or around the state. Or, if you are a member of an
organization and would like to schedule a speaker, please contact us.
Contact: Debra Shumate, Executive Assistant
405-230-8402 or Deb@TravelOK.com
Press Releases & Media Relations
Travel Communications and Publications staff regularly prepare worthy news and feature stories about travel
destinations, events and attractions in the state. Staff members also regularly work with state, national and international
news media interested in tourism and recreation news and information. Please share your story ideas and press releases
with our division so we can take advantage of media opportunities as they arise.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
OklaTravel Newswire
Our staff will distribute your prepared press release to our extensive media database. The press releases are also
posted to a special page on TravelOk.com where they are available to the media and the public.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
E-Momentum
This communication tool is a great way to distribute industry news to the Oklahoma tourism industry. It is a free
service and delivered as information comes available. Be sure to include us on your distribution lists for news and
information about your community and contact us to ensure your email address is included on our distribution list.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
66 Oklahoma Agritourism
Oklahoma Travel Minute
Radio Public Service Announcements
Events around the state are highlighted each week through 60-second taped radio messages. These Travel Minute
segments are professionally produced and available to download in the media room on TravelOK.com.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
Group and Trade Marketing
Our group travel staff is Oklahoma’s link for direct sales and marketing to the travel trade. OTRD is ready to show
communities ways to increase their share of tour bus and group travel business in Oklahoma. Communities offering
tourism attractions that can accommodate motorcoaches have the opportunity to list these on TravelOK.com. The site
includes a special page of information for group travel professionals.
Contact: Todd Stallbaumer, Consumer and Trade Marketing Manager
405-230-8407 or Todd@TravelOK.com
Consumer Marketing
Consumers are reached through boat, sport and travel shows, and other consumer exhibitions in primary and
secondary markets. Division staff helps organizations incorporate travel shows into their marketing programs. Plus,
staff maintains valuable contacts with the American Automobile Association and Canadian Automobile Association
through direct mail and by telephone and Internet. Multicounty associations, convention and visitors bureaus, chambers
of commerce and other organizations can work with division staff to develop their own consumer marketing programs.
Through the OklaStrong cooperative program, tourism organizations can partner with the department to have
a presence at several consumer trade shows throughout the year.
Contact: Charlie Wallar, Consumer Marketing Coordinator
405-230-8417 or Charlie@TravelOK.com
Okie Boutique Web Store & Authentic Oklahoma (AOK) Product Line
Authentic Oklahoma (AOK) is a thoughtful line of distinctive products selected by the Oklahoma Tourism and
Recreation Department. Many AOK items were created by Oklahomans, while others were chosen because they
represent Oklahoma’s spirit and sense of place. The AOK brand reflects Oklahoma’s legendary stories, gracious people
and epic landscapes and is meant to inspire people to experience our state for themselves through an Oklahoma
vacation or getaway. Some items are available for wholesale to retailers. All items are available to purchase through our
Tourism Information Center Gift Shops and the Okie Boutique Web store at TravelOK.com.
Contact: Kerry Barrick, Merchandise & Sales Coordinator
405-230-8408 or Kerry@TravelOK.com
Sustainable Initiatives/ECO Travel Program
ECO (Encouraging Conservation in Oklahoma) is a dynamic partnership between the Oklahoma Tourism and
Recreation Department and the Oklahoma Department of Environmental Quality. Our mission is to provide a sustainable
travel program that promotes, educates and encourages sustainable travel in Oklahoma. ECO offers education,
certification and marketing support that engages our partners in sustainable travel practices for a minimal economic
investment with maximum return. Oklahoma has a legacy of conservation, preservation and innovation – qualities that
are fundamental to sustainable travel. ECO has developed a multi-faceted program to help sustainable travel flourish in
Oklahoma. Learn more at www.ecotravelok.com.
Contact: Jessica Blackstock, Sustainable Initiatives Coordinator
405-315-6661 or Jessica@TravelOK.com
Oklahoma Agritoursim 67
Fulfillment Program
Save time and get your brochure in front of more people through our Fulfillment Program. OTRD can offer your
brochure to thousands of potential visitors through our Call Center and TravelOK.com - all at your regular postage rate.
You supply the brochures, and we will mail them as they are requested along with our own materials. You will receive
a monthly invoice as well as reports to use for contacts, research, sales and cost justifications.
Contact: Charlotte Andrew, Fulfillment Coordinator
405-230-8422 or Charlotte@TravelOK.com
Discover Oklahoma Television Show
Discover Oklahoma is dedicated to the promotion of Oklahoma tourism by telling the stories of the people,
destinations and attractions throughout our state. This high-quality, entertaining 30-minute program is broadcast every
Saturday at 6:30 p.m. on KOTV-Channel 6 in Tulsa, KWTV-Channel 9 in Oklahoma City, KSWO-Channel 7 in Lawton,
and at 6:00 p.m. on KXII-Channel 12 in Sherman, Texas. Additionally, many cable outlets throughout the state and
region air the program, as well. We produce around 40 episodes each year. Our staff is continually on the lookout for
one-of-a-kind places to feature. Please contact us at 405-230-8430 or discoveroklahoma@travelok.com if you would
like to suggest a topic for the show.
Contact: Shel Wagner, Executive Producer
405-230-8431 or Shel@TravelOK.com
Other OTRD Resources
Oklahoma Film & Music Office
The Oklahoma Film & Music Office (OF&MO) is committed to promoting the state as a desirable, film-friendly
environment for the production of motion pictures, TV shows and videos. We assist both in-state and out-of-state
companies by providing assistance with locations, equipment, crew, permits and facts about Oklahoma and its
communities.
The OF&MO must be able to respond to a location request very quickly or run the risk of missing out on the
opportunity. Once a location is chosen, OF&MO serves as a liaison between the production company and the selected
community or city and the state to ensure that everything runs smoothly.
We would love to enlist you and your community to work with us. The first step is to provide us with up-to-date
digital photos of your community. Some photo ideas are your main streets, schools, buildings and homes with
interesting architecture, local color (diners, soda fountains, old gas stations) and any nearby tourist attractions. Please
contact us so we can discuss how to maximize your time photographing locations for our database. We look forward
to working with you.
Contacts: Jill Simpson, Director
405-230-8441 or Jill@OklahomaFilm.org
Julie Porter, Deputy Director
405-230-8446 or Julie@OklahomaFilm.org
800-766-FILM, www.OklahomaFilm.org
State Parks, Lodges & Golf Courses
Oklahoma offers one of the finest, most naturally diverse state park systems in the nation. Our state-operated
parks, lodges and golf courses incite travel, preserve natural resources, improve quality of life for all Oklahomans and
create employment opportunities. In addition, our Conservation and Planning team provides statistical research and
analysis, and economic development and planning assistance to the Department and to communities throughout the
state. This section also administers federal grant funds for outdoor recreational development. Park, lodge and cabin
information is available on our web site, www.OklahomaParks.com, or through our toll-free number, 1-800-654-8240.
Fees and green times can be obtained by calling 1-866-602-4653.
Contact: Kris Marek, Director, Oklahoma State Parks
405-230-8476, kmarek@OklahomaParks.com
68 Oklahoma Agritourism
State Park Group Sales
Oklahoma State parks also offer industry partners unique and memorable meeting venues. We offer groups and
organizations flexible terms and affordable rates for day and overnight workshops, retreats and conferences. Imagine
your meeting attendees experiencing the best of Oklahoma’s natural beauty. Enjoy camp fire stories (we’ll provide the
sticks and marshmallows), nature walks, lake tours, horseback riding, golfing, cave exploring and so much more. Update
menus with delicious offerings for both the dining room and catering menus at the state parks lodges. Contact us to see
how Oklahoma State Parks can make your next meeting memorable and inspiring.
New in fall 2010: Be a part of this season-long celebration as Oklahoma State Parks debuts the newly renovated
Roman Nose Lodge in Watonga. It’s a designer’s gem… dedicated to showcasing the original mid-Century modern
lodge while offering visitors state of the art meeting space, contemporary comforts with 22 well appointed guest rooms
that are complement the breathtaking natural beauty of the historic Roman Nose State Park.
Contact: Roberta Helsley, Director of Sales
PHONE: 405-230-8390,
FAX: 405-230-8590
Email: sales@oklahomaresorts.com
Federal Grants
The Oklahoma Tourism and Recreation Department administers the Land and Water Conservation Fund Program
(LWCF) and the Recreational Trails Program (RTP). They are both federal reimbursement-type grant programs.
The LWCF Program, managed through the National Park Service, encourages conservation of key open spaces,
such as riverfronts, forests, and wetlands and the development of community parks. Development projects can vary
widely: from trails to boating facilities to nature centers to picnic facilities and from improvement of park landscapes to
development of basketball courts or swimming pools or ball fields. The LWCF provides for a 50 percent federal share
for each project and requires a 50 percent local share.
The RTP Program is managed through the Federal Highway Administration and funds all types of public use trails and
trail facilities. These include walking, hiking, mountain biking, equestrian, motorcycle, ATV, and 4-wheel drive trails. The
RTP provides for an 80 percent federal share for each project and requires a 20 percent local share.
State and local government organizations, Indian Tribes, public schools and Universities are eligible to apply for these
federal funds. The RTP Program also allows federal land managers and 501 (C) (3) non-profit organizations to apply.
Project applications and guidelines can be found on our web site at www.oklatourism.gov under Conservation and
Planning.
Contact: Susan Henry, Grants Administrator
405-230-8490 or shenry@oklahomaparks.com
Oklahoma Today Magazine
Oklahoma Today is a general interest consumer magazine, published continuously by the State of Oklahoma since
1956. The magazine has a circulation of approximately 38,000 and an estimated readership of roughly 150,000. The
magazine is available by subscription ($24.95 per year) or on newsstands statewide.
Oklahoma Today has distinguished itself as one of the finest regional consumer magazines in the country for its
award-winning editorial, design, printing, and photography. A six-time Magazine of the Year honoree by the International
Regional Magazine Association (IRMA), Oklahoma Today has also received the coveted national EDDY, OZZIE, MAGGIE,
and Wilbur awards. On a regional level, Oklahoma Today has received numerous ADDY, GRAPHEX, Katie, and SPJ
awards in multiple categories.
Contacts: Joan Henderson, Publisher
405-230-8450 or Joan@OklahomaToday.com
Steffie Corcoran, Editor in Chief
405-230-8452 or Steffie@OklahomaToday.com
Colleen McIntyre, Production Manager
405-230-8450 or Colleen@OklahomaToday.com
Oklahoma Agritoursim 69
Additional Resources
USDA Rural Development (405) 742-1005
http://www.rurdev.usda.gov/ok/
The Oklahoma Department of Wildlife Conservation
Fisheries Division, Wildlife Division, Law Enforcement Division
www.wildlifedepartment.com/ (405) 521-3851
National Resource Conservation Service (NRCS)
Wildlife Habitat Improvement Program
http://www.nrcs.usda.gov/programs/whip/ (405) 742-1204
Law Enforcement Division
http://www.wildlifedepartment.com/laws_regs/lawstatemap.htm (405) 521-3719
Oklahoma State University
Oklahoma Cooperative Extension Service - professionals in every county and our diversity of programs for
agriculture, to family, to youth, and community and economic development.
http://www.oces.okstate.edu/
Extension Fact Sheets – The web site is searchable for hunting opportunities, fishing, leases, business start-up and
valued-added agricultural products. www.osuextra.okstate.edu/dept/econ/.
Oklahoma State University Economic Development
Local contacts in county extension offices — a local presence, also community development specialists in the field.
Stan Ralstin (580) 237-7677 stan.ralstin@okstate.edu
Starting A Business - You can find the answers to 10 frequently asked questions pertaining to starting a new business
at www.fcs.okstate.edu/microbiz/faq.htm. The questions are listed below and sure to be great information for anyone
wanting to start an Agritourism business.
1. What business should I start?
2. Do I have what it takes to operate a business?
3. What do I do first? Where do I start?
4. How should I set up my business? Should I be a sole proprietor?
5. What permits or licenses do I need?
6. How do I get people to buy my product/service?
7. What is a business plan and why do I need one?
8. What are the alternatives to help me finance my business?
9. What records do I need and how long do I keep them?
10. Where can I go for help?
Oklahoma State Department of Health
http://www.ok.gov/health/ (405) 271-5600 or 1-800-522-0203
Oklahoma Department of Agriculture, Food and Forestry
Food Safety Division - http://www.oda.state.ok.us/food/ (405) 521-3864
Oklahoma Tax Commission
www.tax.ok.gov (800) 522-8165
70 Oklahoma Agritourism
OSU Robert Kerr Food and Agriculture Products Center
www.fapc.okstate.edu (405) 744-6071
The Samuel Roberts Noble Foundation
www.noble.org (580) 223-5810
The Kerr Center for Sustainable Agriculture
www.kerrcenter.com (918) 647-9123
Oklahoma Career Tech
http://www.okcareertech.org/ (405) 377-2000
Frontier Country
http://www.oktourism.com/ (405) 232-6552, (800) 386-6552
Red Carpet Country
www.redcarpetcountry.com (800) 447-2698
Great Plains Country
www.greatplainscountry.com (580) 470-9500, (866) 472-6552
Green Country
www.greencountryok.com (800) 922-2118
Oklahoma Route 66 Association
www.oklahomaroute66.com (405) 258-0008
Oklahoma Grape Industry Council (405) 527-9181
Oklahoma Wineries & Vineyards and Oklahoma Grape Growers Association
www.oklahomawines.org
Texomaland
www.texomaland.com
Native American Cultural & Educational Authority of Oklahoma
www.nacea.com (405) 239-5500
Oklahoma Arts Council
http://www.arts.ok.gov/ (405) 521-2931
Oklahoma Bed & Breakfast Association
http://www.okbba.com/ (866) 676-5522
Oklahoma Historical Society
www.okhc.us (405) 522-5248
Oklahoma Hotel & Lodging Association
www.oklahomahotels.org (405) 942-6462
Oklahoma Living
www.ok-living.com (405) 478-1455
Oklahoma Restaurant Association
www.okrestaurants.com (405) 942-8181
Oklahoma Scenic Rivers Commission
http://www.oklahomascenicrivers.net/ (918) 456-3251
Oklahoma State Parks, Resorts and Golf
www.oklahomaparks.com (405) 230-8476
Oklahoma Today Magazine
www.oklahomatoday.com (405) 230-8450
Oklahoma Travel Industry Association
www.otia.info (405) 942-1121
Talimena Scenic Byway
www.talimenascenicdrive.com, www.shopoklahoma.com/equestrian.htm
Rural Enterprises (REI)
www.ruralenterprises.com (800) 658-2823
Linnaeus Teaching Garden
Triple S Wildlife Ranch and Resort
Sunrsise Acres Organic Farm

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Agritourism
Resource Manual
OKLAHOMA
“America is a land of opportunity and don’t ever forget it.”
- Will Rogers
Medicine Park
Oklahoma Agritoursim 3
Table of contents
What’s Agritourism All About?
Saddle Up Pilgrim We’re Burnin’ Daylight -
You Have to Start Somewhere!
There’s Gold in Them Thar’ Hills -
Agritourism Industry Potential
Why Are We Circling the Wagons? -
What’s the Interest in Agricultural Activities?
I Think We Got the Drop on Them! —
Producer Advantages of Agritourism
There’ll be a High Time in the Old Town
Tonight! - The Endless Possibilities of Agritourism
The Good, the Bad and the Ugly -
Is Agritourism for You?
If Mama Ain’t Happy, Ain’t Nobody Happy! -
Considerations Before You
“Cookie Says He’s Got it all in the Chuck Wagon” -
Assessing Your Resources
You Have to Load Your Gun Before You Shoot It! -
Developing a Business Plan
Company’s Coming – Smile When You Say That! —
Hospitality & Image
Here Comes the Calvary! -
Contact & Resource Information On the Cover: Wild Things Farm, Kiamichi Country
Company‘s Coming 48
Why Are We Circling the Wagons? 10
Saddle Up Pligrim We‘re Burning Daylight 6
4
6
8
9
12
14
19
20
22
25
58
61
Girls Gone Wine
The Hitching Post Bed and Breakfast
Prairie Song
4 Oklahoma Agritourism
Agritourism has best been defined as inviting
the public onto a working farm or ranch to
purchase products, learn, have fun or just relax.
Most people in the industry simply describe
Agritourism as the crossroads where agriculture
and tourism meet. Agriculture has long been
Oklahoma’s largest industry and tourism has
grown to be our state’s third largest industry.
It only makes sense that we link these two
industries to increase the bottom line for
agriculture producers and help position rural
Oklahoma communities for tourism markets.
Agritourism is a growing industry and one that
has strong potential in Oklahoma. Oklahoma has
a unique western and culturally diverse heritage.
From the ancient civilizations displayed at the
Spiro Mounds to the forced placement of the
Five Civilized Tribes to the crossing of the Santa
Fe Trail and the rowdy history of the cattle drives
of the Chisholm Trail and the Great Western
Trail to the pure excitement of each and every
Oklahoma Land Run and the culture found along
historic Route 66 – no other state’s history can
compare to ours!
The terrain of Oklahoma is one of America’s
most diverse. From southeastern Oklahoma’s
forests to the vast tallgrass prairie in Osage
County, to the beautiful rolling hills of the
northeast and the wheat belt of north central
Oklahoma, to the open short grass prairie of
western Oklahoma and the Mesa country of the
farthest reaches of the Panhandle – Oklahoma
has it all! It’s time we show off what we have and
be proud.
Sorghum Mills Christmas Tree
and Blackberry Farm
What‘s Agritourism All About?
Oklahoma Agritoursim 5
Oklahoma leaders have realized the
potential for Agritourism and are dedicated
to expanding and promoting the industry.
For some in Oklahoma, Agritourism is not
new. Many successful Agritourism businesses
have operated in the state for years. Those
Agritourism entrepreneurs had the foresight to
fill a growing need of a population that continues
to grow further from their agricultural roots
and become disconnected from agriculture.
Tourism can mean many things to many people.
Sometimes when farmers and ranchers think
of tourism, they conjure up images of mass-produced
travel that attracts large numbers of
It’s time farmers and ranchers realize the value
of what they take for granted everyday. With
so much to offer, the potential for Oklahoma
Agritourism is incredible!
Route 66 Wheat Field
travelers. While some Agritourism operators will
seek large numbers of tourists, other operators
will only entertain a few at a time or only entertain
tourists during a particular season. Aside from
offering an attraction or activity that has a
demand from the consumer side, Agritourism is a
segment of tourism where producers are in total
control of decision-making and independently
decide what they want to offer, what types of
guests they want to attract and when they want
guests to visit their operations.
6 Oklahoma Agritourism
If you think you are interested in Agritourism, it’s time to dive in and do some homework. The
purpose of this book is to give farmers and ranchers, who are interested in Agritourism, a basic
starting point.
This book is designed to help:
• Introduce farmers and ranchers to Agritourism and its potential.
• Help farmers and ranchers decide whether or not they want to pursue Agritourism as an additional
product offering within their current operation.
• Provide farmers and ranchers with basic information on how to start their own Agritourism
business through the process of building a business plan.
• List important contacts and resources that can assist farmers and ranchers in their Agritourism
business.
Let‘s get Started!
Sa ddle Up Pilgrim We‘re
Burning Da ylight
You Have to Start Somewhere!
Aaron‘s Gate
Oklahoma Agritourism 7
Rusty Gables Guest Lodge and Gallery
8 Oklahoma Agritourism
Tourism is Oklahoma’s third largest industry
and continues to grow. Traveler spending
impacts local economies in all 77 counties
across the state. To see the economic impact
of tourism in your county, visit www.TravelOK.
com/industry_reports. There you’ll find the
latest research and information broken out by
county.
The Oklahoma Tourism & Recreation
Department conducts a wide-range of research
Agritourism Industry Potential
There‘s Gold In Them Thar Hills
and makes it available to all Agritourism industry
partners. All current research findings are
available for viewing and download at www.
TravelOK.com/industry_reports. Please take
advantage of this information to assist with your
business plan and marketing efforts.
The U.S. Travel Association is another
great resource for travel trends and traveler
demographics. Their research resources can be
viewed at www.ustravel.org/research.
Wichita Mountains
Oklahoma Agritourism 9
What’s the Interest in Agricultural Activities?
In a commercialized world
of fabricated fun, visitors are
looking for unique and authentic
experiences.
They want to get away from
the rat race and traffic they
experience every day.
Most individuals are three to
five generations removed from
the farm. They no longer have
a parent, grandparent or aunt
and uncle to visit on the farm
anymore.
In general, it’s hard for
farmers and ranchers to believe
what they have has value.
Activities that are everyday
events on a farm or ranch are
events that tourists are willing to
pay to participate in. IT’S WHAT
YOU TAKE FOR GRANTED
EVERYDAY! Where else could
Agritourism have so many
possibilities than right here in
Oklahoma?
Just a Few Reasons Tourists
Want to Get Out of Town
Why Are We Circ ling The Wagons?
They want to participate and
see how their food is grown.
Travelers want to experience
the West to see where the land
runs took place and experience
the culture and heritage they
have read and learned about.
They want to see the stars in
the open skies.
They want to view the
wildlife that still roams freely in
rural areas.
10 Oklahoma Agritourism
1 2
3 4 5
6 7
Oklahoma
Agritourism
Association
2011 Accredited
Businesses
1 Indian Creek Village
2 Lavendar Valley Acres
3 Meadowloake Ranch
4 Native Spirits Winery
5 Orr Family Farm
6 P Bar Farms
7 Plymouth Valley Cellars
Vineyards & Winery
Oklahoma Agritourism 11
8 9
11 12 13
15
10
14
8 The Rusty Nail Winery
9 Sheperd‘s Cross
10 StableRidge Vineyards & Winery
11 Summerside Vineyards, Winery
& Meadery
12 Tatanka Ranch
13 The Turning Leaf Inn
14 Whispering Meadows
Vineyards & Winery
15 Wild Things Farm
12 Oklahoma Agritourism
4
Crestview Farms
If you’re thinking
about Agritourism, you
probably already have
an inkling of why you
want to pursue a new
venture. People start
Agritourism businesses
for many different
reasons including:
An opportunity to
generate more income.
Agritourism activities
probably will not take
the place of current
agriculture crops;
however, it can add a
new profit center to the
current operation.
A way to increase
revenue without
increasing acreage.
Compared to traditional
commodity markets,
Agritourism offers a
new way of marketing
products and services.
It’s a way to go from
“What will you give me
for the crop I produce”
to “This is what I want
for the product of
service I provide.”
An opportunity to build
a new business with
resources that already
exist.
I Think We Got
the Dr op on Them!
Producer Advantages
of Agritourism
Provides a way
to include future
generations on the farm
or ranch and keep the
land in the family.
A way to supplement
for retirement.
Offer a way to
educate the public on
how their food is grown.
Demonstrate and
showcase how producers
protect and care for
the land and natural
resources.
An opportunity to
educate people about
both historic and
modern methods of
farming and the risks
involved in everyday
agriculture.
Law Dawg
Hunting Lodge
Oklahoma Agritourism 13
Country Cottages Primitives Lavendar Farm
14 Oklahoma Agritourism
There‘ll Be a High Time in
the Old Town Tonight!
Agritourism activities are only limited by your
imagination. If you are considering Agritourism,
you will need to look at your surroundings
and resources in a very creative and different
way than you have in the past. Take a look at
what others are doing in Oklahoma as well as
around the nation and world. There are literally
hundreds of web sites you can look at as you
research what you want to do.
Oklahoma has resources for farmers and
ranchers who are considering becoming
an Agritourism producer. The Oklahoma
Agritourism Program web site is www.
oklahomaagritourism.com and includes a
resource manual that helps with the initial
business plan and things to think about when
you are starting a business.
Oklahoma also has a site for consumers to
find Agritourism destinations to visit at www.
travelok.com/agritourism.
Consider the following states when looking
for successful Agritourism businesses and
opportunities outside Oklahoma – Alabama,
Arkansas, Colorado, Kansas Missouri, Ohio,
Oregon, Pennsylvania, Tennessee and Virginia.
For a list of agritourism destinations in Missouri
compiled by Eckert AgriMarketing visit
http://www.eckertagrimarketing.com/eckert-agritourism-
rural-bounty.php
For Agritourism locations around the U.S.
and the world visit www.agriscape.com/
agritourism/ and www.perso.wanadoo.fr/
agrisport-france2/anglais.htm
The Endless Possibilities of Agritourism
Oklahoma Agritourism 15
Livesay Orchards
16 Oklahoma Agritourism
Overnight Stays:
Farm and ranch stays
Rural bed and breakfasts
Camp sites
Youth camps
Cabin/vacation rentals
RV sites
Equine stalls/pens
Recreational Activities and Tours:
Fee fishing and hunting
Wineries and vineyards
Skeet shooting
Cattle drives
Calf roping and branding
Harvesting crops
Biking
Horseback riding
Archery
Stargazing
Hiking
Rock climbing
Barn tours
Farm equipment demos
Wagon rides
Campfires and picnics
Bird watching
Wildlife watching
Special Holiday/Seasonal Events:
Haunted house
Haunted hay ride
Corn maze
Pumpkin patch
Holiday celebration
Harvest festivals
Music and art festivals
Mother’s Day specials
Valentine’s Day packages
Remember as you decide what Agritourism activity you will offer, it must be
a QUALITY experience that includes a well-orchestrated mix of entertainment
and education. Agritourism activities might include:
Oklahoma Agritoursim 17
Hospitality Services:
Catering for events held on your farm or ranch
Meeting and conference facilities for business
and pleasure such as:
Country weddings and receptions
Company retreats
Family reunions
Church groups
Youth and/or Adult Education:
Organized tours: school, senior, church
and others.
Ag education programs: how to grow
pecans, wheat, soybeans, cotton, how to care
for livestock, how crops are processed and
made into products.
Nature education programs: wildlife,
trees, plants, honey bees, etc.
Demonstrations: cheese-making, wine-making,
sheep-shearing, branding, etc.
Workshops and clinics such as basket-making,
weaving or horse training.
Retail Sales: Local Produce and Farm
Products Sold at the Farm Gate:
Jams and jellies
Bread
Home-grown meat
Vegetables
Fruits
Pecans/peanuts and other nuts
Wine/juices
Salsa
Flowers
Floral and nursery plants
Pick-your-own fruits and vegetables
Rent-a-tree, berry bush, garden or flowerbed
With so many options, it might be hard to
decide what to do. Just remember – don’t try
to do too many things in the beginning. Most
successful Agritourism ventures started with
one idea, perfected it and then moved on to
the next idea. Many times once you get started,
you will get ideas from your customers on
what they would like to see or do, then you
can incorporate and accommodate the desires,
needs and wants of your customers.
Cherry Street Farmers Market
18 Oklahoma Agritourism
Oklahoma Agritoursim 19
Agritourism isn’t for everyone. The first step
in deciding if Agritourism is for you is to ask
yourself some of the following questions:
Are you a self-starter? If you want to start
and maintain an Agritourism business, you
need to be a self-starter. No one is going to
do the work for you. Agencies, organizations
and other entities can give you the tools to get
started and maintain your business; however,
when it comes to actually getting the work
done, it is all up to you.
Being a farmer or rancher naturally takes
hard work and long hours. Agriculture is not
your typical 9 to 5 job. However, in addition
to those long hours, are you willing to give up
spare time to lay the foundation and maintain
another business? Are you willing to give up
nights and weekends that your new business
may demand?
Do you and your family enjoy working with
the public? You must consider more than
yourself when considering the public coming
to your farm or ranch. Do you and your family
have the personality to work with the public?
Are you and your family willing to give up some
of your privacy?
Can you and your family always be cheerful
and hospitable to visitors? You and your family’s
attitude will mean the difference between a
visitor having a good experience and a bad one.
No one likes to go visit a grump!
Is your farm or ranch neat and clean? Can
you ensure your location will be neat and clean
every time visitors come to your location?
Visitors want to visit locations that are neat
and clean. They are there not only to enjoy
recreational activities, but also to view the
scenery.
If you sailed right through these questions,
you are well on your way!
THE GOOD , THE BAD AND THE UGLY
Is Agritourism for You?
20 Oklahoma Agritourism
As you decide what Agritourism
venture to pursue, keep some of the
following in mind:
Choose something you love
to do. It’s hard work to start a
new business under the best
circumstances. If you are doing it just
for the money, it’s unlikely that the
energy, creativity, and satisfaction
necessary for success will be
adequate. What are your talents,
skills and interests? Are you or others
in your family good at particular
crafts such as woodworking,
quilting, spinning, basket-weaving,
photography or others that could be
taught or demonstrated?
Get the whole family involved.
Agritourism takes extra energy and
skills. When several family members
are involved, each person can
contribute his or her unique talents
and specialize for efficiency.
Follow demand-driven product.
Produce what your customers want.
Get to know your customers. Keep
adjusting your products according
to their tastes and preferences.
Conduct research at the library
or on the internet. Talk to friends,
neighbors, other producers, and
people in the tourism industry,
extension service, foundations
and other entrepreneurs who run
Agritourism enterprises.
Create a high-quality product.
Quality is the single most important
element that will differentiate your
product from mass-produced
alternatives. Make your product or
service unique. Remember people
are looking for a connection with
their rural roots. They want to
experience the satisfactions of your
farm life. Provide them with some
fun, education, peace and relaxation.
Keep informed and educated
about the industry. It is important
to keep informed about your
customers, your competition, the
laws concerning your business and
other producers. Attend conferences
and meetings. Join organizations
such as your local chamber of
commerce and Rotary that serve
local businesses as well as your new
customers.
Start small and grow naturally.
Invest your ingenuity first, your labor
second, and money third. If you start
small, the effort you invest and the
income you generate are more likely
to be matched. Let the market tell
you when and how to grow.
Develop a sound business plan.
To be successful, you have to know
where you are headed. Each path
requires a different course of action.
Set goals for your business and
a plan of action to achieve them.
Make decisions based on good
records. Base business decisions
on what is, not what you hope or
guess the situation to be. Even if
everything else is right, poor financial
management and decision-making
can kill a business.
Form partnerships. Make
plans to work with those in your
neighborhood, community and
region.
Considerations Before You Start
If Mama Ain’t Happy,
Ain’t No body Happy!
Oklahoma Agritourism 21
Bucket of Berries
Look for ways you can work with
other businesses and local attractions
to make all of you more successful.
22 Oklahoma Agritourism
A lot goes into determining what type of
enterprise is most appropriate for you and your
family. Beyond you and your family take a look at
the other resources you may have on your farm
or ranch. Here are a few things to consider:
Land Use
How much land do you own or have access
to, and how is it currently being used? Are
there areas on your farm or ranch that are only
used seasonally? Could those areas be used
for Agritourism for a few months of the year?
Operations with open areas may make good
sites for public events. Fallow fields may be
prime spots for hunting. Pasturelands could be
used to graze alternative livestock such as goats,
poultry or bison.
Land Features
What does your land look like? Does it
have scenic views? Rolling hills? Interesting
geologic features like caves or other features?
Land that is unique or visually appealing may
provide income opportunities from activities
such as hiking, horseback riding, nature tours
or hayrides. Land with water features could
be used for fishing, duck hunting, canoeing and
other water sports.
Land Location
How close are your neighbors? How close
is your nearest town or city? Being located too
close to people may limit some activities such
as hunting. But access to nearby cities may
be required for other ventures like pick-your-own
enterprises. How are the roads to your
location?
Soil Type
What are the characteristics of your soil and
what is it best suited for?
Farmstead Features
Are there historic buildings or other historic
features on your property that might serve
as tourist attractions? Is your farmhouse well-suited
for a bed and breakfast? Are there
buildings that could be modified for use as
conference or banquet facilities?
Cooki e Says, “He‘s Got it All
in the Chuck Wago n”
Assessing Your Resources
Oklahoma Agritourism 23
Climate
What is the average temperature or rainfall in
your area?
Wildlife
Is there abundant wildlife on your property
that could support recreation such as hunting,
fishing or bird watching?
Other Resources
Are there other activities, lodging and dining
in your community that could complement the
activities you are planning?
New Facilities
What new facilities, such as restrooms and
parking areas, must you provide if large groups
visit your land?
Opportunities for Collaboration
Forming partnerships and collaborating
with others cannot be overstated. It can make
a big difference in your success. What other
local/regional organizations, governments or
businesses can you collaborate with to market
your Agritourism venture?
Tallgrass Prairie Preserve
24 Oklahoma Agritourism
Oklahoma Agritourism 25
Cripple Creek Farms
26 Oklahoma Agritourism
If you’re thinking, “What is a
business plan and why do I need
one?” then this is the section for
you. A business plan is a written
plan that fully describes every
aspect of a proposed business.
It is a roadmap to developing
your successful Agritourism
business.
Many people view a business
plan as something you need only
if you are planning to borrow
money. While you do need a
business plan to borrow money,
the benefits of a business plan
are just as important to you –
the entrepreneur. The process
of developing a business plan
forces you to seriously think
through all of the aspects of
starting and operating a new
business. You can be sure that
you will face challenges in your
business venture. Therefore, a
business plan helps you assess
problems that may arise before
you encounter them. It helps
create a vision for what you
want to accomplish. It helps
you evaluate your future needs
and can be used as a tool
for measuring and improving
the operation. Developing a
business plan doesn’t happen
overnight, but taking the time
to build a solid plan will save
headaches and money in the
long run.
Many excellent sources
can help you sort through
developing a business plan;
however, it is important to
remember that you, your family
and/or partners are responsible
for the final document. This is
a working plan and it must be
realistic and fit your needs and
objectives, not someone else’s
ideas and plans.
A typical outline for a
business plan is shown in the
following pages. This section
also includes a checklist of things
to think about as you develop a
business plan. Remember, as
you go through the checklist
and prepare to write your own
business plan that the things
listed here may not completely
relate to your business idea
and it may require you to seek
additional information pertinent
to what you are planning. The
following is a good place to start
and get your entrepreneurial
juices flowing!
Here are some excellent
web sites that give information
on building a business plan.
Developing a Business Plan
YOU HAVE TO LO AD YOU R GUN
Oklahoma Agritoursim 27
BE FORE YOU SHOOT IT
Oklahoma Department of Commerce New and Small Business Support
http://www.okcommerce.gov/Libraries/Documents/Business_Plan_Guide_0507051542.pdf
SCORE: Counselors to America’s Small Business
http://www.score.org/resources/resources-small-business
Oklahoma Small Business Development Center
www.osbdc.org/ - Search for terms such as information on new businesses, financing, sales tax
permit, legal structures, employees, women-owned businesses, etc.
Small Business Administration - www.sba.gov/
Resource and Industry Information for Entrepreneurs - www.businessinfoguide.com/
The following Oklahoma institutions, also listed at the back of this book, can help you.
Oklahoma Career Techs - http://www.okcareertech.org/bis/services/
Business development and entrepreneurial services and professional development.
Oklahoma Cooperative Extension Service - http://www.oces.okstate.edu/
Community and rural development, fact sheets, resources for gardening, crops, livestock, marketing
and more.
USDA Rural Development – http://www.rurdev.usda.gov/ok/
Oklahoma State University Economic Development
Local contacts in county extension offices — a local presence, also community development
specialists in the field: Stan Ralstin, (580) 237-7677, stan.ralstin@okstate.edu
Extension Fact Sheets – www.osuextra.okstate.edu/dept/econ/
The web site is searchable for hunting opportunities, fishing, leases, business start-up and valued-added
agricultural products.
OSU Robert Kerr Food and Agriculture Products Center - www.fapc.okstate.edu
Chain Ranch
28 Oklahoma Agritourism
What to Include in Your Business Plan:
Executive summary • Business description • Marketing • Marketing analysis
Marketing plan • Operations • Organizational plan
Critical risks • Financial plan • Milestone schedule • Risk Management
The Canyon Inn
Echo Canyon Spa
Oklahoma Agritoursim 29
EXecutive Summary
The executive summary simply highlights the
major parts of your business plan. Although the
executive summary is at the beginning of the
business plan, it is usually written after all other
sections have been carefully thought out and
planned. If you are trying to persuade an investor
or lender to support your business idea, this is
your opportunity to make your case. You must
catch their attention with the executive summary.
Many times if an investor or lender isn’t intrigued
and persuaded after reading the executive
summary, they will not read on or give further
consideration. Briefly cover who, what, when,
where, why and how. Remember, this is just a
summary so include no more than two pages.
Business Description
The business description section details your
business in terms of the service or product
you plan to offer. It also includes information
pertaining to the industry or where your
business will compete. Throughout developing
this section, don’t forget to focus on how you
will be unique in what you offer. Once again
when you are finished, you should be able to
answer what, when, where, why and how. The
following is a checklist to go through as you
develop your business description.
• Your mission statement, the purpose of
your new business and the guiding principles
behind it
• Your goals and objectives
• Goals are broad statements about
what you want to achieve. An example might
be: “Increase farm revenue with fee-based
group tours on our dairy farm.”
• Objectives are where it gets down to
the nitty-gritty. What do you specifically want
out of your new business? Objectives are clear,
concise and specific. Objectives are stated in
terms of quantitative results such as dollars,
rooms per night, number of groups, etc.
Objectives may also be stated in terms of time,
such as six months, one year, etc.
Or objectives can be stated in terms of
profit. Your objectives should be realistic and
attainable. Examples of objectives are:
Entertain 50 groups the first year in business.
Increase revenue from tours by 5 percent each year.
Obtain 2,000 hits on web site featuring the
dairy farm tours
30 Oklahoma Agritourism
Company history or background
If you are currently a farmer or rancher,
when did you start, what do you grow, etc.
Are you expanding a current operation or are
you starting from scratch?
If expanding, how does the new activity or
business fit within the overall farm or ranch
operation?
Do you have any experience with family and
friends offering the proposed service, activity or
product?
Clearly explain the product or service you
are offering.
What benefit does it provide?
How is the product or service unique?
Does the new enterprise include the need
for a trade name, trademark, etc.?
Should you protect someone from using your
business name and if so, how? The first step is
to check to see if the name you are choosing is
one that can be used and is not being used by
someone else. Information on how-to obtain a
trade name or trade mark can be found at:
Federal Trademark search – www.uspto.gov/
main/trademarks.htm or there is a Patent and
Trademark Depository Library at Oklahoma
State University, (405) 744-7086.
State Trademark search - Oklahoma
Secretary of State, Business Filing Division,
(405) 521-3921.You may also check online under
Sooner Access at https://www.sos.ok.gov/
trademarks/default.aspx
More information can be found in regard to
Trade Names and Trademarks at
www.osbdc.org/
Woods and Waters Winery
Oklahoma Agritoursim 31
Industry Background
• What are the characteristics of the industry
where you are competing?
• Visit www.travelok.com/industry for
tourism statistics specific to Oklahoma and its
various sectors including agritourism.
• This guide, www.businessinfoguide.com/,
includes industry info for starting and running
many types of businesses, including travel and
tourism links.
• What travel trends and statistics support
your idea?
• What legal or governmental factors affect
your business?
• For example, health department issues,
zoning regulations, liability laws, potential changes
in laws, etc.
Marketing
The marketing portion of your business
plan includes two general sections. The first
section includes your market analysis and the
second includes your overall marketing plan.
Again, remember your marketing analysis and
marketing plan should always focus on how you
will satisfy the customer!
Stone Bluff Cellars Winery
32 Oklahoma Agritourism
Market Analysis
A market analysis is a matter of defining
who you will serve and determining their
characteristics, needs, wants and demands.
Who do you want to visit your farm or ranch?
You cannot be all things to all people, consider
yourself a specialist.
The market analysis can help you determine
a market that will fit with the goals and values of
your farm or ranch and help you become more
profitable.
When considering the market you intend to
serve, consider the following:
• Demographics — gender, age, income
• Geographic Information — region, urban
or rural
• Psychographic — lifestyle or personality
• Benefits — the tourist’s perception, what
appeals to them, how can you form an
emotional tie?
• Volume — how often will they visit
Once you determine your market, conduct
as much research as possible about that
market. For example, if you want to attract bird
watchers read all you can about the travelers
that make up that industry.
Who are bird watchers? What is their typical
income level, gender, occupation, age, etc.?
What do bird watchers like to see? What are
their values and what are their expectations of a
location?
When do they like to go bird watching? When
are the birds in your local area?
Where do bird watchers like to go and how
far will they travel?
How will bird watchers find your location?
How will they know you exist and how much do
they typically pay to visit locations such as yours?
Market research can be obtained from
various places such as the local chamber of
commerce, convention and visitor bureaus,
trade associations and publications that share
your target market. The Oklahoma Tourism and
Recreation Department has information located
at www.TravelOK.com/industry_reports.
Oklahoma Agritourism 33
Strebel Creek Winery
34 Oklahoma Agritourism
Find out who is visiting other locations similar
to the one you are starting.
How successful are they?
Will your market include individuals, retired
couples, business travelers, group tours,
vacationers or honeymooners?
What kind of groups would you like to
entertain and educate? Examples are:
• Elementary, middle or high schools groups
• Associations or professional groups
• Retired group organizations
• Bank tour groups
• Veterans associations
• Church groups
• Civic or ethnic organizations
What gender, age, income, occupation,
location, family status, children, education and
interests will your customers have? For example,
if you want to target for a hunting operation, you
will probably look for men that are in the 25-
to 50-year-old range. You may want to target
middle class families with busy lifestyles who
enjoy adventurous outdoor experiences or you
might target upper class retirees who like tasting
wine and prefer relaxing vacations.
Where do these people come from? Will your
visitors be local, from in-state or out-of-state,
within the U.S. or international?
How will you attract people to your farm?
Local competition means one of two things,
you either choose to compete or complement.
Other farmers in your area may already be doing
Agritourism, how can you position yourself in
a different niche or develop a complementary
activity? Competition may include any activity
that people do on their vacations or in their
leisure time. How are you special? Compare
your product, price, promotions, services,
strengths and weaknesses.
Consider the closeness of major population
Pleasant Valley Farms
Oklahoma Agritourism 35
the trip worth their time? Consider working
together with other area businesses to create
appealing packages.
Web sites that can help you get started in
your search for a target market include:
Oklahoma Department of Commerce
Community Profile Information –
www.okcommerce.gov/data
Includes statistical profiles of states, counties
and cities – www.fedstats.gov/
Links to many travel and tourism sites that
can help you get a feel for the customers you
want to attract –
www.businessinfoguide.com/travel/
Hospitality trends from several sources -
www.htrends.com/
centers. Where do your potential visitors live?
What do your potential visitors presently do
as tourists?
How easily can they travel to your area?
How many people currently travel near
your area?
What other attractions are in your area and
who visits?
Don’t forget about the market that consists
of friends and family who visit the area. Many
times when people have visitors, they are
looking for local activities or scenic spots to
entertain their company.
How can you treat each person as an
individual?
What are current market trends? See www.
TravelOK.com/industry_reports
A general rule of thumb is that tourists will be
more likely to travel to your location if you can
keep them busy four times longer than it took
them to get there. For example, if it takes them
an hour to reach your location they need to be
busy for about four hours. If you can’t entertain
them for that time frame, are there other
activities that you can package together to make
36 Oklahoma Agritourism
Stockyards City
Oklahoma Agritourism 37
Marketing Plan
Once you have stated the results
of your market analysis and you
know who you are targeting, the
marketing plan describes how you
will take action to reach your target
market. This should reflect the
goals and objectives stated in the
opening of your business plan. The
plan addresses the basic concepts in
marketing — the Four Ps: product,
place, price and promotion, also
know as the marketing mix. The
Four Ps are your view of what you
have that will influence a customer to
visit your location or purchase your
products and/or services.
Product - How is your destination
unique?
What are the value-added
services you are providing your
customers?
What are your unique activities?
What knowledge or education are
you providing them?
What rare opportunity are you
giving?
How are you providing an unusual
experience?
What image are you trying to
project with your product?
Do you have a great reputation or
expertise in regard to the service or
product you are offering?
Are you offering an authentic
experience or product?
Place - How can you take advantage
of your location?
Remote, providing solitude and a
quiet getaway
Close to other attractions
Preserved and natural landscapes
Off the highway, yet close to
where travelers pass through
frequently
Rural areas have low crime rates
and may give tourists a sense of
security
Price — How will you charge for
your Agritourism services, products
and activities?
What are others with similar
services and activities charging?
What special features will you
offer to justify price?
Will you offer packages with
special pricing?
What costs are associated with
your services and activities?
Consider the following:
Office overhead
Vehicle expenses
Taxes
Inventory
Loan and interest payments
Employees
Start up costs
Other pricing issues to be
considered include to whom you
plan to sell your product or service.
For example, are you selling to the
consumer directly, to a travel agent
or a travel wholesaler? Or is your
product available at retail outlets?
The direct consumer should be
charged what is called the rack rate.
That is full price of the product or
service you have to offer.
The travel agent usually receives
a 10 percent discount from the
tourism provider. He/she then
generally sells the product to the
consumer at the rack rate.
Wholesalers generally receive a
20-30 percent discount off the rack
rate, depending on the volume of
transactions they produce.
How will you handle payment?
Most tourist and customers will
expect to be able to pay with
a credit card. You will need to
consider if you are willing to take
credit cards. Again, there is a section
in the Oklahoma Small Business
Development Center Publication
“Business Basics” on how to handle
credit card transactions. www.
osbdc.org searchable for payment,
credit cards, etc.
To take credit cards, you will
need to set up what is called a
“Merchant Account.” You can start
looking for a merchant account
vendor by:
Calling the bank that has your
business checking account.
Talking with your industry trade
and professional association. For
example, the Oklahoma Bed and
Breakfast Association, to see if they
have a service that specializes in your
industry.
Talking to people you do business
with as to who they use and their
satisfaction with the service.
Promotion — How are you
going to advertise your Agritourism
business?
Promotion takes into account
the product, place and price you
determined earlier. Promotion
describes your plan of how you will
make consumers aware of your
business, how you will provide them
with information about the services,
activities and products you provide
and how you can help meet their
needs. Most Agritourism businesses
have limited resources to fund
expensive promotional activities so
it is critical you get the most bang
for your buck. Things to consider
when designing your promotional
campaign:
When will it be done?
Who will do it?
How much will it cost?
How will progress be measured?
The Oklahoma Tourism and
Recreation Department has
numerous ways to help you promote
your business. Resources from the
Oklahoma Department of Tourism
and Recreation are located at the
back of this book. You may also
want to check out the following link:
http://www.travelok.com/files/How_
Can_We_Help_You.pdf
38 Oklahoma Agritourism
Promotion Possibilities
Free publicity — The best type of marketing
that you can do is to create free publicity.
People generally pay more attention to feature
articles with good photographs than paid
advertisement. Some ways you can promote
free publicity is:
Take advantage of listing your business for
free on www.TravelOK.com. This will also get
you listed in travel brochures produced by the
Oklahoma Tourism & Recreation Department.
To get listed, visit this web site and complete
the appropriate form for your type of business:
http://www.travelok.com/industry/id.111
Keep your local Convention and Visitors
Bureau informed of what you are doing.
Word-of-mouth is priceless. People are
more apt to visit locations that have been
recommended by friends and relatives.
A unique logo that presents the desired
image of your Agritourism business. Consult a
graphic designer or for a more cost-effective
option, consult with a graphic arts student
at a career tech or a university. Students are
always looking for ways to broaden their
portfolio and get some real world experience.
Many professors for such programs are happy
to pass along your request to their students.
Traditional Media
• Send press releases with unique pictures to
your newspapers, radio and television stations
about interesting things to do and see.
• Send your newspaper or radio station, such
as National Public Radio and other local stations,
your calendar of events and reminders when big
events are coming up.
Social Media
The growing popularity and use of social
media such as Facebook, Twitter and blogs
cannot be ignored. A large amount of potential
customers want to find information regarding a
destination from social media outlets and from
what people are saying or writing about the
place. The best part is these tools are free!
• Facebook is one of the fastest growing
forms of social media. Establishing a facebook
page requires only an e-mail address and allows
you to post pictures, stories, updates, invite
people to events and more. To get started, visit
www.facebook.com and create an account.
• Twitter is a social networking and
Oklahoma Agritoursim 39
microblogging site. It allows
users to send and read
messages called tweets.
Tweets are text-based posts
of up to 140 characters
displayed on the user‘s
profile page. Start at www.
twitter.com by creating
your unique i.d. such as the ones below
@OKAgritourism – state Oklahoma
Agritourism Program
@OklahomaTourism – Oklahoma
Department of Tourism and Recreation
@company name – for agritourism
businesses
• Blogs are a social media tool that does
not limit the amount of words you can post.
Through reading
tales of life on the farm or other attraction,
people can feel like they are a part of the
attraction and will learn about new things. The
key to blogging is to make regular posts about
activities at your destination to keep people
coming back to your blog. Blogs also allow
you to post pictures and include hours and
descriptions for the business.
40 Oklahoma Agritourism
Between Facebook, Twitter, blogging and a
web site, you may feel overwhelmed just trying
to keep up. Do some research and find the
one(s) that work for you and your company.
Learn more about web sites as you read on.
Additional promotions
Hold an open house featuring a season like
Halloween, Christmas, Easter, Fourth of July,
etc. Invite the media and others that can help
spread the word about your operation.
Use special promotions such as offering
holiday and weekend packages that include
activities such as hiking, hunting, theater, fishing,
golfing or historic tours.
Offer special rates in newsletters,
newspapers and regional magazines for mailers
and senior citizens. Also, consider targeting
specific groups such as women or senior citizens
for specific events.
Newsletters can be a great way to keep
in touch with customers and prospective
customers. Newsletters can be mailed or
e-mailed. A good newsletter will contain
promotional events, special community
attractions, announcements of improvements,
new attractions for visitors, etc. Check out
www.constantcontact.com for a great web
site that can help keep you in touch with your
customers.
Make gift certificates available for your
business.
Offer your destination as a meeting place.
Study trade journals or interest group
magazines.
Consider the potential of visiting your local
sports club or placing information such as a
brochure there.
Attend tradeshows. Some organizations can
provide a discounted rate or you may consider
sharing booth space with another business.
Selman Ranch
Oklahoma Agritourism 41
Edmond Farmers Market
42 Oklahoma Agritourism
Promotional Materials
Brochures
A brochure should include details about
accommodations, activities, directions/map,
address, phone, fax, e-mail, and above all else,
should be a true representation of what your
business has to offer. Include nice pictures
whenever possible. Visit the nearest welcome
center and see what is available and what
brochures draw the most attention.
If you plan for the brochure to be displayed in
a rack, the best size is a vertical 9-inch x 4-inch.
Be sure that it will fit into your envelopes if you
plan to mail it, or make it a self-mailer. The top
one-third of the front of your brochure must
sell it, as that is all that will be visible from most
display racks.
• Use bright colors.
• Have a good combination of facts and
emotional appeal.
• Get comparable bids from several printers.
The Oklahoma Tourism & Recreation
Department distributes travel brochures for
free at their Tourism Information Centers;
however brochures must be approved by the
Tourism Information Center Director prior
being distributed in the centers. You will
need to complete this form for the request:
http://www.travelok.com/files/Brochure%20
Distribution%20Request.pdf.
Flyers
If you send a flyer, be sure you include who,
what, when and where!
Who — Name of your operation
What — Activities/events
When — Hours of operation
Where — Location, map, how much:
admission fees per package
Billboards or other off-site signage
Billboards are very expensive. Are there
other attractions you could share the cost and
advertising of the billboard?
Entry Signage and Directional Signage
If you are close to a well-traveled area, the
design and display of the entry to your location
can invite someone in to see what’s inside. If
there are several turns off the main road to
get to your attraction, provide the visitors with
helpful directional signage.
Oklahoma Agritourism 43
Develop a press kit. Have packets prepared
to give media and other organizations that call
for information. A press kit may include:
• Cover letter
• Business card
• Brief history of business
• Brochure that includes activities and
services offered
• Location
• Clear directions
• Pictures
• Prices of services
A GOOD WEB SITE IS A MUST! IF YOU
DON‘T HAVE ONE - GET ONE!
A web site gives the business instant
presence around the globe.
Your web site gives consumers information
about your business 24/7.
More and more people are using the internet
to plan their trips and the trend is still growing.
Once you decide on a domain name, get it
registered. There are many places that you can
check to see if domain names are available. A
couple of good places to look are:
www.godaddy.com and www.bluehost.com.
Your web site should do the following:
• Include activities offered at your
destination.
• Provide prices, packages and special
promotions that are available.
• Provide information on what’s new.
• Give clear, concise directions on how to
get to your location.
• Inform travelers what to expect when
visiting your farm or ranch. Let them know
what kind of clothes and shoes to wear, remind
44 Oklahoma Agritourism
Shattuck Windmill Museum
Oklahoma Agritoursim 45
them to bring sunscreen, a hat and other items
that will help them be more comfortable.
• Include photos of activities, landscape,
wildlife, etc. Everyone likes to see where they
are going and what it looks like.
• If you are offering a product for sale on
your site, be sure to provide a secure site for
customers who are placing orders.
• Provide information to help visitors plan
their trip, including amenities that are not
offered on your site but are offered in the local
areas. Things you might want to include are
hotels, restaurants, shopping, golf courses,
theaters, museums, other Agritourism sites in
your area that complement your site and other
attractions in the area.
• Include a Contact Us page to provide
a way for customers to contact you with
questions and requests.
• Make sure the site is easy to navigate and
not confusing.
• Make sure your site doesn’t appear
cluttered, include only relevant information.
• Collect information and e-mail addresses
through the Contact Us area.
• List or link your web site on as many other
web sites as possible. There are many travel
sites that will allow you to post your web site
link on their site, a great way to encourage
more traffic to your site.
• Link your social media pages, such as
Facebook and/or your Twitter feed to your
web site and vice versa. This increases your
exposure.
• To find a web site designer you can refer
to www.oklahomaagritourism.com. University
or career tech students can also be a resource
when you are ready to build your web site.
Graphic design and web design students are
always looking for ways to enhance their
portfolios and get some real-world experience.
When your marketing plan is complete, you
should have a detailed guide and action plan of
how you will obtain the goals and objectives
you set forth in the opening portion of your
business plan.
46 Oklahoma Agritourism
Operations
The operations plan includes the
organizational flow of work through your
business. It includes identifying the tasks
involved in providing activities, the additional
labor needed, licensing, permits, zoning and the
accessibility of your property.
Some questions that need to be answered
are:
What renovations will be needed on the
property, if any?
How will you secure property and inventory?
Zoning — You need to check with your
city or county to see exactly what the zoning
requirements are for Agritourism-related
activities.
Accessibility — Consider who will be visiting
your site. For example, senior citizens and
people with disabilities. Are your doorways and
entrances accessible to individuals with different
needs? Will you provide transportation options
to get around the property, such as golf carts?
Licenses and permits — There are local and
city licenses and permits, state licenses and
permits and federal licenses and permits. The
license and permits needed for your business
The Living Kitchen Farm and Garden
Oklahoma Agritoursim 47
are set by elected officials such as city council,
state legislatures and U.S. Congress. The
requirements may change from time to time. A
great resource is the Oklahoma Department of
Commerce web site: http://www.okcommerce.
gov/sbrs/.
Will you need a resale permit or sales tax
permit? (This is issued to purchase tax- exempt
inventory from suppliers, wholesalers or
distributors that you will resell to others.) If you
sell any products, you will need a resale permit.
In general, service businesses do not pay sales
tax. The Oklahoma Small Business Development
Center offers help at their web site: www.
osbdc.org/ and the Oklahoma Tax Commission
can be a great resource http://www.tax.ok.gov/.
If you plan to offer lease hunting, speak to
an attorney to make sure you have all the bases
covered. You may also want to check with the
Oklahoma Department of Wildlife Conservation,
www.wildlifedepartment.com, and the Noble
Foundation, www.noble.org/WebApps/
WebListings/WildlifeLease/.
In addition, http://www.sba.gov/ can be
helpful in finding out what you may need in
terms of federal permits. The site includes great
information and a special section on business
laws.
Organization Plan
Your organization section should include
information on the skills and management
abilities of those involved in your business,
employee wages, employee schedules and any
other considerations needed to operate and
manage your proposed business.
• Who are the key personnel and what is
their experience?
For example, their education, work or
volunteer experience.
• How will you hire and train employees?
What is the legal structure of your business?
You will need to visit with your attorney and
tax accountant about the best structure for your
business. However, the following information
has been collected from the Oklahoma Small
Business Development Center publication,
“Business Basics: A Guide for New Business in
Oklahoma.”
48 Oklahoma Agritourism
Sole Proprietorship — a one-owner
business. A sole proprietorship is the easiest
form; however, the disadvantage is you and your
business are one and the same, which means
you have unlimited liability, your business is
limited to one owner and you are not able to
take some tax benefits.
Partnerships and Corporations — One
or more owners. You may want to consider a
corporation or partnership if you have more
than one owner, you are concerned about
liability and being sued or the business is doing
well financially and it is more beneficial from a
tax standpoint. However, if you choose to form
a partnership or corporation, there are rules
and paperwork to follow. For small business
owners, checking into an LLC, Limited Liability
Corporation, can be a good way to provide
additional protection for yours.
• Will you use any advisors or consultants?
• Who and what is their experience and
references?
• What supplies will you need and where will
you get them? There are many places to look
for supplies depending upon what you need.
Here are a couple of web sites to check out:
www.hotelsupplyresource.com/ and www.
eckertagrimarketing.com/buyersguide.htm.
Critical Risks
As with any business, inherent risks are
involved and Agritourism is no different.
Liability is always a big concern for farmers and
ranchers, and it becomes even more critical
when you begin to invite the public onto your
property. It’s crucial you evaluate the potential
problems and risks you will incur with your
Agritourism business. Proper safety precautions,
developing a sound risk management plan and
insurance are two of the best ways to manage
risk. Please understand that more than likely,
your regular farm policy does NOT cover
Agritourism activities!
Managing Your Risk and Liability
Risk assessment — Identify the risks involved
with every activity you offer. Establish rules for
planned activities, and if necessary, modify the
activity or equipment to make it safer.
Do you have the appropriate business
structure? For example, a partnership or
corporation may help protect your personal assets?
Oklahoma Agritourism 49
Territory Cellars
50 Oklahoma Agritourism
Do you have the proper insurance coverage?
Start by speaking with your current insurance
agent. If you are already in business and are
considering a new activity, be sure to notify your
insurance agent first to find out if the activity is
insurable and at what cost. Ask your agent how
you can make the activity safer.
For insurance companies that
provide an Agritourism policy see www.
oklahomaagritourism.com.
If you are producing and selling a product, for
example jams and jellies, do you have the proper
liability insurance and certification from the
Oklahoma State Department of Health.
Oklahoma State Department of Health -
http://www.ok.gov/health/
Oklahoma Department of Agriculture, Food
and Forestry Food Safety Division -
http://www.oda.state.ok.us/food/
Visit with other operators to see how they
handle liability issues and what insurance agent
they use.
Familiarize yourself with current state liability
legislation.
Do you need a participant release and
assumption of risk form to be signed by visitors?
Develop a safety plan specific to your
Agritourism operation.
If your activity (ies) involves physical
participation, what will be your staff-to-guest
ratio?
How will you train employees in safety
procedures?
If you are offering a physical activity, you may
want your guests to sign a rules and regulations
form.
Certify yourself and your staff in CPR.
When and how will you handle signed
participant release and assumption of risk forms?
They should be signed and filed with each visit.
How will you handle animal health issues?
For example, if you are handling horses, you
will want to have a copy of all pertinent health
certificates such as a Coggins test.
How will you report incidents resulting in
injury within your operation? Keeping a good
record of incidents is away to monitor your own
safety history and also will give you information
on what you can do to improve safety.
What procedures will you have in place to
make sure a similar incident doesn’t happen
again?
Oklahoma Agritoursim 51
How will you document and assess the cause
of the incident?
How will you implement a plan of correction
so that similar incident does not occur?
Be sure to give a copy of your safety plan
to your insurance agent and ask if there are
additional measures you should consider
including.
Remember the safety of your visitors and
employees should be a top priority!
While it may seem impossible to eliminate
all potential hazards, maintaining a proactive
safety strategy and providing your insurer
with documents proving your safety efforts
may protect you legally in the long run. Make
sure you spend the time necessary with
your insurance agent to fully understand the
provisions of your insurance policy.
The Canebrake Restaurant and Resort
52 Oklahoma Agritourism
Financial
Whether or not you are borrowing money
to start your Agritourism business, it’s a very
good idea to get a financial plan in writing.
The financial section of your business plan will
help you decide if your business idea is worth
pursuing. If you are borrowing money, the
financial information given in this section of
your business plan is crucial and will more than
likely determine if a lender is willing to loan you
money for your new business.
At first, the financial section of your business
plan may be overwhelming; however, financial
information can be broken down into sections
and is based upon the research you probably
have already done for your proposed business.
The financial statements for your new business
require that you make forecasts about the
finances of your new business over the next
three to five years. Pro forma (forecasted)
financial statements should be conservative.
Agritourism businesses are very diverse and
can include anything from wineries to hunting
operations as well as everything in between. The
following are only the basics of what you should
include.
Before you begin, you should have a good
idea of the following costs:
A detailed start-up cost schedule for planning
purposes. Include everything you will need to
get your business up and running. For example:
• Signage
• Special equipment
• Farm renovations
• Parking
• Development of new eating area
• Start-up labor
Operating costs for planning purposes:
For example:
• Electricity • Insurance • Water
• Advertising • Business license and permits
• Labor
Projected revenue:
• Prices you plan to charge for activities and
services offered
• The number of visitors you expect within a
given time
• The number of sales you expect within a
given time
Oklahoma Agritoursim 53
Additional costs depending upon the number
of visitors you plan to host
• Food or snacks provided
• Any memorabilia given to guests
• Additional labor needed
• Fuel for transporting guests on location or
to location
• Supplies needed for various activities
As you define your expenses, determine
which costs are fixed and which costs are
variable.
• Fixed costs do not change in total with
changes in the level of activity.
• Variable costs change in total as the level of
activity changes.
Information that should be included in the
Financial Section of your business plan:
Summary of requested funds:
If you are applying for a loan, you will need
to prepare a summary of requested finances
needed, including loans and other investments
you plan to use. This summary should clearly
state how you plan to finance all aspects of your
new business, including details of how you will
use the funds you are requesting.
Projected (Pro-forma) financial statements
• Balance sheet — includes assets, liabilities
and net worth for a specific point in time.
• Income statement — includes projected
revenues and expenses that determine the
amount of money available to pay income taxes
and the amount of money available for future
use.
• Cash flow statement — projects cash
inflow and outflow over a period of time and is
used for internal planning or budgeting.
• Break-even point — the point where
revenue is exactly equal to costs.
Personal income tax reports
Past three years of personal income tax
reports (if presenting to a lender).
For tax questions, regarding business or
personal filing, contact the Oklahoma Tax
Commission – www.tax.ok.gov or call (800)
522-8165.
54 Oklahoma Agritourism
Both of the web sites below are excellent
places to find information on how to prepare
the necessary financial reports. The sites
include templates that allow you to plug in your
own information.
www.score.org/template_gallery.html
www.sba.gov/library/forms.htm
Funding resources:
Oklahoma Department of Agriculture, Food
and Forestry – www.oda.state.ok.us/mktdev-loans.
htm
Ag Enhancement and Diversification Program
(405) 522-5563
Marketing Utilization Loan Program
Rural Enterprises, Inc. (REI)
www.ruralenterprises.com
(800) 658-2823
Your break-even analysis can be an important
tool to get an idea of not only what your break-even
point is, but also can help with determining
various “what if” statements.
A break-even analysis shows the level of sales
you will need to break-even for the projected
period. At the break-even point, your operation
expenses will exactly match the sales or service
volume. A break-even can be shown in total
dollars or in units of production.
To compute a break-even, you will need
to first determine which expenses are fixed
and which expenses are variable. Fixed costs
do not change in total with changes in the
level of activity, in other words, costs you will
have regardless of how much business you
have. Variable costs change in total as the level
of activity changes. Costs that increase or
decrease depending upon how much business
or customers you have.
The following details how to calculate a
break-even point.
Example: You are preparing to open a new
tour of your family dairy. You have determined
that you will charge $5 per person for
admission. You have also determined that you
will incur variable costs of $2 per person and
that you will incur a total of $750 in fixed costs.
Oklahoma Agritoursim 55
Summary:
Step 1: Sales price per customer (expressed
in dollars per unit) = $5 Variable costs per
customer (express in dollars per unit) = $2
Total fixed costs (expressed as a lump-sum cost
in dollars) = $750
Step 2: Determine break-even in units or
customers.
Break-even = fixed cost / (sales – variable
cost) = $750 / ($5 - $2) = 250 units or
customers needed to break-even.
Step 3: Determine break-even in sales
revenue.
Break-even = break-even units x sales price
per customer= 250 x $5 = $1,250
Result: You would need to have 250
customers to break-even, which results in a
revenue of $1,250.
You can use this same formula to calculate a
target profit by just inserting the profit you want
to achieve and then solving for sales price per
customer or units.
There are many sites on the internet that
provide calculators that figure break-even
and what if scenarios. Visit http://www.
entrepreneur.com/ and search for calculators.
Milestone Schedule
The final portion of your business plan
explains how you will determine the success of
your business. Your milestone schedule will help
you determine if you are meeting your goals and
objectives, and if not, what you intend to do to
correct the discrepancy. A milestone schedule
shows that you have thought beyond the start-up
phase and that you are in the business
for the long haul and not flying by the seat of
your pants. Some things to think about as you
prepare your milestone schedule are outlined
below.
Using the goals and objectives that were
laid out at the beginning of this business plan
determine how they can be met.
Goal: “Increase farm revenue with fee-based
group tours on our dairy farm.”
Objective: Entertain 50 groups the first year
in business. Increase revenue from tours by 5
percent each year. Obtain 2,000 hits on web
site featuring the dairy farm tours.
56 Oklahoma Agritourism
Determine a system for your operation
that will help you track visitors. The following
information can be obtained in a structured
format or in informal conversation:
When did your visitors come — month, day
of the week, time of day?
Where did they come from?
What else were they interested in doing
How long did your visitor stay?
When will you measure progress?
You may decide you will determine quarterly
if you are on track to meet your objective of
entertaining 50 groups the first year.
What deadlines have you established to meet
your goals and objectives: quarterly, annually,
three years from now? Have you averaged a 5
percent increase in revenue at the end of three
years?
What number of groups is acceptable at the
end of the first year, etc.?
What costs are acceptable? At the end of the
first quarter, first year, etc.? Are your costs as
you projected?
Is your web site showing increased traffic and
where is the traffic coming from?
At the same time, if your business is not
meeting the goals and objectives you set forth,
how do foresee that you can re-evaluate your
plan? For example:
Do you need to change your pricing?
Are your costs too high?
Which ones are too high and why?
Do you need to change your marketing
strategy to better reach your target market?
Has your target market changed?
Is your web site not as user-friendly as you
thought?
If the business is not meeting your goals by
X time frame, do you want to proceed with the
business?
Conclusion
The importance of a business plan cannot
be stressed enough. It is your road map to
success. It is a way you can clearly think through
what you want your business to be, how you
intend to get there and how you plan to stay on
track in meeting your goals and objectives. For
simplicity sake, it is your checklist of success!
Oklahoma Agritourism 57
The Round Barn
58 Oklahoma Agritourism
Hospitality can make or break
your business. Customer service, at-titude
and reliability to perform the
promised service must be upheld.
Hospitality can keep your customers
coming back for more and making re-commendations
to friends and neigh-bors.
In the end, the customer’s per-ceived
value is all that matters. Think
about the best trip you ever took.
What made it special?
Telephone
Hospitality starts when you
answer your telephone. Answer the
phone in a professional manner with
the name of your business. State your
name and use a friendly tone. For
example: Good morning, this is Take
Me Home Farm, Jane speaking.
Do you offer a 1-800 number for
inquiries and reservations?
Return calls quickly!
Greetings
Think about how you will greet
your customers.
You may want to develop a script
for both yourself and employees.
“Welcome to Take Me Home Farm.
We have a long history in the dairy
business, etc., and we are so happy to
have you as our guest today.”
Know the history of your area.
Remember to smile, smile, and
smile!
Make Their Stay Complete
Consider how you can make your
visitors more comfortable.
Provide your visitors with a sugge-sted
list of what they should wear and
what they should bring with them.
COMP ANY ’S COMING
SMILE WHEN YOU SAY TH AT!
Hospitality and Image
For example, sunscreen, a hat, com-fortable
shoes — no flip-flops, etc.
Have umbrellas on-hand for unex-pected
showers.
Detail what you have done to
make their visit safe and enjoyable.
Let them know the rules and regu-lations
you have for the activities they
have chosen.
If needed, provide alternative
modes of transportation around the
farm such as golf carts.
Don’t make promises you can’t
keep. Your goal should be to give
your customers more than they ex-pect,
you never want a guest to feel
short-changed when they leave.
Impression
Every action makes an impression.
To promote the image you want to
present to your customers, consider:
Does your logo represent the
image you want to present?
How are you and your employees
dressed?
What does your business card say
about you? What image does it pre-sent?
If you use stationery, does it con-sistently
promote your desired image?
When you drive into the entrance
of your location, does your signage
and landscape look inviting?
Are your physical facilities neat
and clean and promote a quality de-stination?
Neither you nor your employees
can ever take a bad day out on the
guest.
If you provide lodging, what servi-ces
will you offer?
Maid service
Laundry service
In-room television, telephones
and internet connection
Keep a list of activities, services
and phone numbers guests may need
such as:
Restaurants
Hotels/motels
Art galleries
Museums
Fairs
Community events
Sporting events
Rodeos
Craft or antique shops
Parks
Hospital/doctors
Auto repair shop
Banks
Post office
Churches
In the end
Ask yourself how did you make
the guest feel special and welcome?
Have you done everything neces-sary
to make them want to recom-mend
your location to others?
How will visitors remember their
experience on your farm or ranch?
You may want to provide so-mething
for your guests to take home
with them to remember their visit
such as:
Pictures you took and developed
while they were there
A small gift with your business
logo on it
Oklahoma Agritourism 59
Think about how you will
greet your customers.
Shiloh Morning Inn
60 Oklahoma Agritourism
Oklahoma is a great state and full of resources
to help you get started. Look through and see
what catches your eye and what you need help
with.
The Oklahoma Department of Agriculture,
Food & Forestry - www.oda.state.ok.us
ODAFF Market Development -
www.oda.state.ok.us
Giving Oklahoma agriculture a helping hand!
That’s what the Oklahoma Department of
Agriculture’s Market Development Services
division is all about. The basic premise of the
division is that the best way to help our state’s
agricultural economy is to broaden its outlets for
agricultural commodities and assist producers,
processors, wholesalers and retailers in
marketing these products.
Agritourism
2800 N. Lincoln
Oklahoma City, OK 73105
(405) 522-5652
The Oklahoma Agritourism web site will have
continued resources and links available.
HE RE COMES THE CAVALRY!
Contact & Resource Information
Lori Coats • 405-420-9242
lori.coats@ag.ok.gov
Becca Lasich • 405-488-7532
becca.lasich@ag.ok.gov
Oklahoma Agritoursim 61
What Agritourism Can Do For You
Agritourism provides resources and support to producers through the web site www.
oklahomaagritourism.com. Workshops are also planned to address topics of interest or issues within
the agritourism industry in Oklahoma.
Agritourism businesses are listed on the consumer web site www.agritourism.travelok.com
where they can be searched by category, region and more to find your business.
Agritourism staff works to promote businesses and their events in various ways including
placement of articles in publications such as the consumer e-newsletter, The AgriTourist, and
through event listings and stories posted to the Agritourism blog, The Vine at www.agritourism.
travelok.com/blog and www.travelok.com/events.
Agritourism businesses are also included in all applicable travel brochures including the Wineries,
Land Bounty, Hunting and Western Experience brochures as well as the Oklahoma Agritourism
Map.
62 Oklahoma Agritourism
Farmers Markets
In Oklahoma, buyers looking for readily available fresh fruits and vegetables will find a consistency and quality that
other states would find hard to match. Oklahoma farmers markets offer a wide array of fresh fruits and vegetables along
with plant materials suited for an incredible range of climates and environments. Oklahoma Grown farmers markets offer
consumers the opportunity to buy directly from Oklahoma growers who produce the products. Currently, 72 markets
are registered with the Oklahoma Department of Agriculture, Food & Forestry that meet all licensing requirements
with the Oklahoma Department of Health. Of those 72 registered markets, 67 offer 100 percent Oklahoma Grown
fresh products. As consumers continue to become more health conscious and concerned about better eating habits,
fresh fruits and vegetables will grow in popularity.
Economic Development
The sustainment and growth of rural economies is vital to the future of rural Oklahoma. It also makes a significant
contribution to the employment and overall economy of the state. The Market Development Division has made a
commitment to provide staff and funding to support new business development, out of state business recruitment,
business growth and retention.
One of the Division’s tools used to foster rural economic growth is the Agricultural Enhancement and Diversification
Program. It is designed to develop or improve uses for agricultural products, expand the state’s production of value-added
products and to encourage diversified farming. Interest-free loans and grants are available through four program areas:
marketing utilization loan, cooperative marketing loan, basic and applied research loan/grant and farm diversification grant.
Jason Harvey • 405-522-5563 • jason.harvey@ag.ok.gov
Gary Bledsoe • 405-830-1341 • gary.bledsoe@ag.ok.gov
Justin Whitmore • 405-522-6194 • justin.whitmore@ag.ok.gov
Domestic Programs
The Made in Oklahoma program is open to companies
that are producing, manufacturing and/or processing
an agricultural product in the state of Oklahoma. The
program is designed to assist companies in collectively
promoting brand awareness and consumer loyalty for
Oklahoma products through cooperative marketing
activities.
Julie Fitzgerald • 405-522-5560
Julie.fitzgerald@ag.ok.gov
Oklahoma Agritoursim 63
Oklahoma Agritourism Association (OAA)
www.oklahomaagritourismassociation.com
(580) 227-3207
What is the Oklahoma Agritourism Association?
The Oklahoma Agritourism Association is a
professional organization formed for the purpose
of enhancing the Agritourism industry in Oklahoma.
Objectives of the Association include:
• Implementation of the Agritourism Accreditation
Program
• Serving as an Agritourism industry networking
group
• Working together to influence legislation relevant
to the Agritourism industry
• Providing educational experiences within the
Agritourism industry
• Serving as an entity through which groups of
Agritourism businesses can take advantage of grant
opportunities
The Oklahoma Agritourism Association (O.A.A.) is
an association of Agritourism owners, operators and
enthusiasts to network, market and address issues and
needs collectively, from an industry perspective. The
O.A.A. is a relatively new organization, developed
to meet the needs of the people. The O.A.A.
works closely with the State of Oklahoma‘s
Agritourism program.
64 Oklahoma Agritourism
The Oklahoma Tourism & Recreation Department
www.TravelOK.com
Travel & Tourism Division — Tourism is Big Business in Oklahoma!
As the marketing and promotions arm of the Oklahoma Tourism and Recreation Department, the Travel Promotion
Division’s programs increase awareness of Oklahoma as a destination, while fostering understanding of the economic
impact and importance of the state’s travel and tourism industry. Tourism-related businesses and organizations can
participate in most programs at little or no costs. The division operates 12 Tourism Information Centers; works with
communities, events and attractions to improve and develop new tourism products; oversees numerous public relations
and information programs; operates the department’s web site, TravelOK.com; coordinates annual spring and fall
advertising campaigns and related cooperative advertising ventures.
Tourism is a vital economic development tool and the division is committed to providing assistance and maintaining
productive partnerships with communities, tourism organizations and businesses throughout the state. Following is a list
of programs and services offered.
Web Site
TravelOK.com is the state’s official Internet site for Oklahoma travel and tourism information. Attractions, events,
accommodations and restaurant properties from across the state are included on the site, along with special sections
devoted to the media, group travel professionals and tourism industry members. Special offers, coupons and discount
packages to Oklahoma destinations are also posted on the site.
If you wish to be listed free of charge in our database, or in our Deals and Coupons section, please e-mail us at
Update@TravelOK.com.
If you need assistance using the new data engine to update your listing, or if you don’t have Internet access, please
contact Rose Bemo.
Contact: Rose Bemo, Web Marketing Assistant
(405) 230-8410 or Rose@TravelOK.com
Travel Guide
The annual Oklahoma Travel Guide is the essential publication for travelers to and within Oklahoma. This guide
highlights points of interest all across the state and includes a directory of things to do, lodging, and restaurants listed by
city. It is distributed to more than 350,000 prospective travelers.
Your tourism-related attractions can be listed in this popular publication free of charge. Publication listings are
exported from the TravelOK.com database, so make sure your info is up-to-date by April 1 every year.
Contact: Lindsay Vidrine, Director of Travel Communications
405-230-8414 or Lindsay@TravelOK.com
Brochure Advertising
The Oklahoma Travel Guide and other statewide tourism promotional tools are also excellent advertising vehicles
for travel and tourism organizations. Reasonable rates and a targeted audience promise results for advertisers. The
annual deadline for advertising in the travel guide is April 1.
Contact: Kerry Barrick, Merchandise & Sales Coordinator
405-230-8408 or Kerry@TravelOK.com
Co-op Advertising Programs
Travel and tourism-related businesses can optimize advertising dollars by taking part in the Tourism Department’s
cooperative advertising programs, available through a variety of media. Program options include magazine publications
and a newspaper insert. Other options are also made available when possible. We are encouraging publishers to offer
added value with these coop programs, i.e., a web presence) in addition to the ad space.
Contact: Chris Mack, Contract Compliance Manager
405-230-8404 or Chris@TravelOK.com
Oklahoma Agritoursim 65
Tourism Information Centers
Located at various points of entry to the state, as well as in the State Capitol and two metropolitan areas, Oklahoma’s
Tourism Information Centers provide tourism materials and travel counseling to more than 1.5 million auto travelers
every year. Tourism businesses also may arrange to display their promotional brochures at the centers. An application
and guideline info is included in this book and on travelok.com.
Contact: Bill Byer, Jr., Director of Tourism Information Centers
405-478-2316 or BByer@TravelOK.com
Bulk Brochure Orders/Warehouse
The Oklahoma Travel Guide, highway maps, and other OTRD publications are available in bulk quantities for
chambers of commerce, convention and visitors bureaus and other tourism-related organizations. Although there is
no charge for brochures to these groups, we request every effort be made to pick up materials at the Oklahoma City
distribution warehouse to save taxpayers the expense of freight and postage. Quantities of some brochures are limited
and distributed at the tourism department’s discretion.
Contact: 1-800-652-6552
Speaker’s Bureau
Our Speaker’s Bureau program provides professional tourism industry speakers as a service to organizations,
fostering good civic relations and further promoting the Oklahoma tourism message to the public. Speakers from
OTRD are available to discuss a variety of tourism-related topics with your organization.
We are also interested in hearing from tourism industry professionals who are available to speak to key civic and
professional groups about the economic importance of tourism to Oklahoma. We can add your name to a list to
be scheduled for possible speaking engagements in your area or around the state. Or, if you are a member of an
organization and would like to schedule a speaker, please contact us.
Contact: Debra Shumate, Executive Assistant
405-230-8402 or Deb@TravelOK.com
Press Releases & Media Relations
Travel Communications and Publications staff regularly prepare worthy news and feature stories about travel
destinations, events and attractions in the state. Staff members also regularly work with state, national and international
news media interested in tourism and recreation news and information. Please share your story ideas and press releases
with our division so we can take advantage of media opportunities as they arise.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
OklaTravel Newswire
Our staff will distribute your prepared press release to our extensive media database. The press releases are also
posted to a special page on TravelOk.com where they are available to the media and the public.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
E-Momentum
This communication tool is a great way to distribute industry news to the Oklahoma tourism industry. It is a free
service and delivered as information comes available. Be sure to include us on your distribution lists for news and
information about your community and contact us to ensure your email address is included on our distribution list.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
66 Oklahoma Agritourism
Oklahoma Travel Minute
Radio Public Service Announcements
Events around the state are highlighted each week through 60-second taped radio messages. These Travel Minute
segments are professionally produced and available to download in the media room on TravelOK.com.
Contact: Austin Tackett, Travel Communications Coordinator
405-230-8413 or Austin@TravelOK.com
Group and Trade Marketing
Our group travel staff is Oklahoma’s link for direct sales and marketing to the travel trade. OTRD is ready to show
communities ways to increase their share of tour bus and group travel business in Oklahoma. Communities offering
tourism attractions that can accommodate motorcoaches have the opportunity to list these on TravelOK.com. The site
includes a special page of information for group travel professionals.
Contact: Todd Stallbaumer, Consumer and Trade Marketing Manager
405-230-8407 or Todd@TravelOK.com
Consumer Marketing
Consumers are reached through boat, sport and travel shows, and other consumer exhibitions in primary and
secondary markets. Division staff helps organizations incorporate travel shows into their marketing programs. Plus,
staff maintains valuable contacts with the American Automobile Association and Canadian Automobile Association
through direct mail and by telephone and Internet. Multicounty associations, convention and visitors bureaus, chambers
of commerce and other organizations can work with division staff to develop their own consumer marketing programs.
Through the OklaStrong cooperative program, tourism organizations can partner with the department to have
a presence at several consumer trade shows throughout the year.
Contact: Charlie Wallar, Consumer Marketing Coordinator
405-230-8417 or Charlie@TravelOK.com
Okie Boutique Web Store & Authentic Oklahoma (AOK) Product Line
Authentic Oklahoma (AOK) is a thoughtful line of distinctive products selected by the Oklahoma Tourism and
Recreation Department. Many AOK items were created by Oklahomans, while others were chosen because they
represent Oklahoma’s spirit and sense of place. The AOK brand reflects Oklahoma’s legendary stories, gracious people
and epic landscapes and is meant to inspire people to experience our state for themselves through an Oklahoma
vacation or getaway. Some items are available for wholesale to retailers. All items are available to purchase through our
Tourism Information Center Gift Shops and the Okie Boutique Web store at TravelOK.com.
Contact: Kerry Barrick, Merchandise & Sales Coordinator
405-230-8408 or Kerry@TravelOK.com
Sustainable Initiatives/ECO Travel Program
ECO (Encouraging Conservation in Oklahoma) is a dynamic partnership between the Oklahoma Tourism and
Recreation Department and the Oklahoma Department of Environmental Quality. Our mission is to provide a sustainable
travel program that promotes, educates and encourages sustainable travel in Oklahoma. ECO offers education,
certification and marketing support that engages our partners in sustainable travel practices for a minimal economic
investment with maximum return. Oklahoma has a legacy of conservation, preservation and innovation – qualities that
are fundamental to sustainable travel. ECO has developed a multi-faceted program to help sustainable travel flourish in
Oklahoma. Learn more at www.ecotravelok.com.
Contact: Jessica Blackstock, Sustainable Initiatives Coordinator
405-315-6661 or Jessica@TravelOK.com
Oklahoma Agritoursim 67
Fulfillment Program
Save time and get your brochure in front of more people through our Fulfillment Program. OTRD can offer your
brochure to thousands of potential visitors through our Call Center and TravelOK.com - all at your regular postage rate.
You supply the brochures, and we will mail them as they are requested along with our own materials. You will receive
a monthly invoice as well as reports to use for contacts, research, sales and cost justifications.
Contact: Charlotte Andrew, Fulfillment Coordinator
405-230-8422 or Charlotte@TravelOK.com
Discover Oklahoma Television Show
Discover Oklahoma is dedicated to the promotion of Oklahoma tourism by telling the stories of the people,
destinations and attractions throughout our state. This high-quality, entertaining 30-minute program is broadcast every
Saturday at 6:30 p.m. on KOTV-Channel 6 in Tulsa, KWTV-Channel 9 in Oklahoma City, KSWO-Channel 7 in Lawton,
and at 6:00 p.m. on KXII-Channel 12 in Sherman, Texas. Additionally, many cable outlets throughout the state and
region air the program, as well. We produce around 40 episodes each year. Our staff is continually on the lookout for
one-of-a-kind places to feature. Please contact us at 405-230-8430 or discoveroklahoma@travelok.com if you would
like to suggest a topic for the show.
Contact: Shel Wagner, Executive Producer
405-230-8431 or Shel@TravelOK.com
Other OTRD Resources
Oklahoma Film & Music Office
The Oklahoma Film & Music Office (OF&MO) is committed to promoting the state as a desirable, film-friendly
environment for the production of motion pictures, TV shows and videos. We assist both in-state and out-of-state
companies by providing assistance with locations, equipment, crew, permits and facts about Oklahoma and its
communities.
The OF&MO must be able to respond to a location request very quickly or run the risk of missing out on the
opportunity. Once a location is chosen, OF&MO serves as a liaison between the production company and the selected
community or city and the state to ensure that everything runs smoothly.
We would love to enlist you and your community to work with us. The first step is to provide us with up-to-date
digital photos of your community. Some photo ideas are your main streets, schools, buildings and homes with
interesting architecture, local color (diners, soda fountains, old gas stations) and any nearby tourist attractions. Please
contact us so we can discuss how to maximize your time photographing locations for our database. We look forward
to working with you.
Contacts: Jill Simpson, Director
405-230-8441 or Jill@OklahomaFilm.org
Julie Porter, Deputy Director
405-230-8446 or Julie@OklahomaFilm.org
800-766-FILM, www.OklahomaFilm.org
State Parks, Lodges & Golf Courses
Oklahoma offers one of the finest, most naturally diverse state park systems in the nation. Our state-operated
parks, lodges and golf courses incite travel, preserve natural resources, improve quality of life for all Oklahomans and
create employment opportunities. In addition, our Conservation and Planning team provides statistical research and
analysis, and economic development and planning assistance to the Department and to communities throughout the
state. This section also administers federal grant funds for outdoor recreational development. Park, lodge and cabin
information is available on our web site, www.OklahomaParks.com, or through our toll-free number, 1-800-654-8240.
Fees and green times can be obtained by calling 1-866-602-4653.
Contact: Kris Marek, Director, Oklahoma State Parks
405-230-8476, kmarek@OklahomaParks.com
68 Oklahoma Agritourism
State Park Group Sales
Oklahoma State parks also offer industry partners unique and memorable meeting venues. We offer groups and
organizations flexible terms and affordable rates for day and overnight workshops, retreats and conferences. Imagine
your meeting attendees experiencing the best of Oklahoma’s natural beauty. Enjoy camp fire stories (we’ll provide the
sticks and marshmallows), nature walks, lake tours, horseback riding, golfing, cave exploring and so much more. Update
menus with delicious offerings for both the dining room and catering menus at the state parks lodges. Contact us to see
how Oklahoma State Parks can make your next meeting memorable and inspiring.
New in fall 2010: Be a part of this season-long celebration as Oklahoma State Parks debuts the newly renovated
Roman Nose Lodge in Watonga. It’s a designer’s gem… dedicated to showcasing the original mid-Century modern
lodge while offering visitors state of the art meeting space, contemporary comforts with 22 well appointed guest rooms
that are complement the breathtaking natural beauty of the historic Roman Nose State Park.
Contact: Roberta Helsley, Director of Sales
PHONE: 405-230-8390,
FAX: 405-230-8590
Email: sales@oklahomaresorts.com
Federal Grants
The Oklahoma Tourism and Recreation Department administers the Land and Water Conservation Fund Program
(LWCF) and the Recreational Trails Program (RTP). They are both federal reimbursement-type grant programs.
The LWCF Program, managed through the National Park Service, encourages conservation of key open spaces,
such as riverfronts, forests, and wetlands and the development of community parks. Development projects can vary
widely: from trails to boating facilities to nature centers to picnic facilities and from improvement of park landscapes to
development of basketball courts or swimming pools or ball fields. The LWCF provides for a 50 percent federal share
for each project and requires a 50 percent local share.
The RTP Program is managed through the Federal Highway Administration and funds all types of public use trails and
trail facilities. These include walking, hiking, mountain biking, equestrian, motorcycle, ATV, and 4-wheel drive trails. The
RTP provides for an 80 percent federal share for each project and requires a 20 percent local share.
State and local government organizations, Indian Tribes, public schools and Universities are eligible to apply for these
federal funds. The RTP Program also allows federal land managers and 501 (C) (3) non-profit organizations to apply.
Project applications and guidelines can be found on our web site at www.oklatourism.gov under Conservation and
Planning.
Contact: Susan Henry, Grants Administrator
405-230-8490 or shenry@oklahomaparks.com
Oklahoma Today Magazine
Oklahoma Today is a general interest consumer magazine, published continuously by the State of Oklahoma since
1956. The magazine has a circulation of approximately 38,000 and an estimated readership of roughly 150,000. The
magazine is available by subscription ($24.95 per year) or on newsstands statewide.
Oklahoma Today has distinguished itself as one of the finest regional consumer magazines in the country for its
award-winning editorial, design, printing, and photography. A six-time Magazine of the Year honoree by the International
Regional Magazine Association (IRMA), Oklahoma Today has also received the coveted national EDDY, OZZIE, MAGGIE,
and Wilbur awards. On a regional level, Oklahoma Today has received numerous ADDY, GRAPHEX, Katie, and SPJ
awards in multiple categories.
Contacts: Joan Henderson, Publisher
405-230-8450 or Joan@OklahomaToday.com
Steffie Corcoran, Editor in Chief
405-230-8452 or Steffie@OklahomaToday.com
Colleen McIntyre, Production Manager
405-230-8450 or Colleen@OklahomaToday.com
Oklahoma Agritoursim 69
Additional Resources
USDA Rural Development (405) 742-1005
http://www.rurdev.usda.gov/ok/
The Oklahoma Department of Wildlife Conservation
Fisheries Division, Wildlife Division, Law Enforcement Division
www.wildlifedepartment.com/ (405) 521-3851
National Resource Conservation Service (NRCS)
Wildlife Habitat Improvement Program
http://www.nrcs.usda.gov/programs/whip/ (405) 742-1204
Law Enforcement Division
http://www.wildlifedepartment.com/laws_regs/lawstatemap.htm (405) 521-3719
Oklahoma State University
Oklahoma Cooperative Extension Service - professionals in every county and our diversity of programs for
agriculture, to family, to youth, and community and economic development.
http://www.oces.okstate.edu/
Extension Fact Sheets – The web site is searchable for hunting opportunities, fishing, leases, business start-up and
valued-added agricultural products. www.osuextra.okstate.edu/dept/econ/.
Oklahoma State University Economic Development
Local contacts in county extension offices — a local presence, also community development specialists in the field.
Stan Ralstin (580) 237-7677 stan.ralstin@okstate.edu
Starting A Business - You can find the answers to 10 frequently asked questions pertaining to starting a new business
at www.fcs.okstate.edu/microbiz/faq.htm. The questions are listed below and sure to be great information for anyone
wanting to start an Agritourism business.
1. What business should I start?
2. Do I have what it takes to operate a business?
3. What do I do first? Where do I start?
4. How should I set up my business? Should I be a sole proprietor?
5. What permits or licenses do I need?
6. How do I get people to buy my product/service?
7. What is a business plan and why do I need one?
8. What are the alternatives to help me finance my business?
9. What records do I need and how long do I keep them?
10. Where can I go for help?
Oklahoma State Department of Health
http://www.ok.gov/health/ (405) 271-5600 or 1-800-522-0203
Oklahoma Department of Agriculture, Food and Forestry
Food Safety Division - http://www.oda.state.ok.us/food/ (405) 521-3864
Oklahoma Tax Commission
www.tax.ok.gov (800) 522-8165
70 Oklahoma Agritourism
OSU Robert Kerr Food and Agriculture Products Center
www.fapc.okstate.edu (405) 744-6071
The Samuel Roberts Noble Foundation
www.noble.org (580) 223-5810
The Kerr Center for Sustainable Agriculture
www.kerrcenter.com (918) 647-9123
Oklahoma Career Tech
http://www.okcareertech.org/ (405) 377-2000
Frontier Country
http://www.oktourism.com/ (405) 232-6552, (800) 386-6552
Red Carpet Country
www.redcarpetcountry.com (800) 447-2698
Great Plains Country
www.greatplainscountry.com (580) 470-9500, (866) 472-6552
Green Country
www.greencountryok.com (800) 922-2118
Oklahoma Route 66 Association
www.oklahomaroute66.com (405) 258-0008
Oklahoma Grape Industry Council (405) 527-9181
Oklahoma Wineries & Vineyards and Oklahoma Grape Growers Association
www.oklahomawines.org
Texomaland
www.texomaland.com
Native American Cultural & Educational Authority of Oklahoma
www.nacea.com (405) 239-5500
Oklahoma Arts Council
http://www.arts.ok.gov/ (405) 521-2931
Oklahoma Bed & Breakfast Association
http://www.okbba.com/ (866) 676-5522
Oklahoma Historical Society
www.okhc.us (405) 522-5248
Oklahoma Hotel & Lodging Association
www.oklahomahotels.org (405) 942-6462
Oklahoma Living
www.ok-living.com (405) 478-1455
Oklahoma Restaurant Association
www.okrestaurants.com (405) 942-8181
Oklahoma Scenic Rivers Commission
http://www.oklahomascenicrivers.net/ (918) 456-3251
Oklahoma State Parks, Resorts and Golf
www.oklahomaparks.com (405) 230-8476
Oklahoma Today Magazine
www.oklahomatoday.com (405) 230-8450
Oklahoma Travel Industry Association
www.otia.info (405) 942-1121
Talimena Scenic Byway
www.talimenascenicdrive.com, www.shopoklahoma.com/equestrian.htm
Rural Enterprises (REI)
www.ruralenterprises.com (800) 658-2823
Linnaeus Teaching Garden
Triple S Wildlife Ranch and Resort
Sunrsise Acres Organic Farm